Facebook chatbots could be for social connections between families and friends, but its Messenger platform is home to over 300,000 customer support, marketing, and Facebook chatbots — and this number isn’t slowing down.
List of Contents
What we’ll cover:
1. What is a Chatbot?
2. Facebook Chatbot Overview
3. Facebook Chatbot Examples
4. How to Construct a Facebook Messenger Chatbot
5. Facebook Chatbot Best Practices
However, what exactly is a chatbot?
How does one operate?
A chatbot is a piece of software that is either pre-programmed or powered by AI to hold conversations. Through conversational interfaces, they can occur vocally as well, although these interactions are.
What does this imply for Facebook marketing and business strategies moving forward?
David Marcus, VP of Messaging Products in Facebook, declared the sharp rise of Messenger chatbots during a keynote demonstration at F8 2018. In addition, he said more than 8 billion messages are exchanged between Facebook users and businesses which are using Facebook chatbots.
Facebook considers these automated messages can help businesses immensely as we move forward in this electronic age. Here are some numbers to back up this claim:
With a 73 percent satisfaction rate, live chat program has emerged as the top method for clients to interact with companies.
Automation is not moving anyplace. As much as 85 percent of customer-business interactions will take place without a human intermediary by 2020.
In an experiment by HubSpot, articles delivered through Facebook Messenger had an estimated rate of 80 percent along with a click rate of 13 percent. The same content delivered through email had an open rate of 33 percent and a click rate of 2.1 percent. In other words, email was outclassed by Messenger.
While 300,000 facebook chatbots sound like a good deal, it actually equates to less than one percent of businesses on Facebook taking benefit of the technology.
If the numbers above indicate anything, it’s that more companies should look toward Messenger and its chatbot abilities to reinforce their social media marketing approaches and stay competitive in the not-too-distant future. That is why we’ve compiled a manual.
What is a Chatbot?
Does anyone here remember when Cleverbot started in 1997? I may have been young at the time, but I recall spending hours asking Cleverbot pointless questions and receiving less-than-optimal answers.
These interactions, however, were not for nothing. Because Cleverbot is powered by artificial intelligence (AI) and not pre-programmed, it’s constantly learning how people interact and how we frame our questions.
Since 1997, Cleverbot has heard from almost 300 million connections with people. Little did we understand that going down the endless Cleverbot bunny hole would help pave the way for prospective chatbots — ones that would be more valuable to companies.
We may not be completely conscious of it, but many of us hold conversations with chatbots just about every single week. Some of the most widely-used chatbots include Amazon’s Alexa. I am guessing some of these seem familiar.
The use of electronic assistants is about the increase and more people are taking to facebook chatbots as a primary point of contact with companies. Even though facebook chatbots have traditionally endorsed customer support departments, more businesses are currently using them to automate marketing and sales efforts. To get a very simple entry point into the world that is a chatbot, look no further than Facebook Messenger.
Facebook Chatbots overview
Amongst all cellular chat programs, Facebook Messenger ranks second with about 1.3 billion monthly active users worldwide. Facebook, nevertheless, still remains the popular social media network, with 79 percent of all U.S. adults getting a profile, making Facebook marketing a goldmine for social media marketing teams.
This means in the event that you’ve got a Facebook business page (you should really create one in the event that you have not already), there’s a fantastic chance that a user will engage with your chatbot to learn more about your business.
Benefits of Facebook Chatbot Marketing
If you are not swayed to use Messenger as the stage for your first chatbot, take a look at the best five benefits:
24/7 customer service
Facebook chatbots live at all hours of the day and deliver answers to consumer queries. Even when a chatbot’s sole goal is to answer FAQs, it still frees up precious time for your customer support staff.
Since Facebook actually grades businesses on how responsive they are to messages, users will feel confident that their questions will be answered in a timely manner. In any case, you don’t need a prospective customer lingering, do you really?
On the note of potential customers, Facebook chatbots are fantastic for engaging with those people who have discovered you via Facebook and are ready to buy something from your e-commerce enterprise.
With e-commerce software capabilities, your FB chatbot can identify what item the client is looking for and connect to this item via social media call-to-action (CTA) buttons in a matter of seconds.
A current study by DigitasLBi demonstrated that 37 percent of U.S. adults are eager to generate a purchase via facebook chatbots — together with the average purchase totaling $55. Clear CTAs and a seamless checkout cart will boost customer confidence when making a purchase.
Leads are a significant part of any marketing strategy, particularly in regard to B2B marketing.
Any of your present followers or users who have participated with your business page at some stage are now part of your subscriber list on Facebook.
What exactly does this mean to your business? Well, both current clients and customers in your scope can be targeted through Messenger for relevant offers, coupon codes, blog content, and much more.
Facebook chatbots are the deliverers of those messages. Since clients are much more inclined to open a Facebook message in comparison to email, you can expect higher involvement rates.
Data and analytics
Among the advantages of utilizing a Facebook chatbot is its ability to retain a lot of information from customer conversations. If this data is put into action, it can result in more targeted social media and omnichannel marketing approaches.
Facebook Analytics is a good starting point for visualizing your Messenger bot’s action. You can see how many total users are engaging with the bot, the demographics of those users, and the retention rate.
You will find other analytic tools, however, offering more in-depth insight into your facebook chatbots’ functionality. A few of these tools unveil that the most engaged customers are what drives them to continually apply your chatbot. Other tools show which messages have the highest conversion rates.
Personalized chat experiences
People are more open to using facebook chatbots today than ever — and this is not simply because of the additional efficiency. Some of those top-performing Facebook chatbots now offer a personalized, branded experience to their users. For some inspiration on the best way best to supply a similar experience, we’ve listed some of those facebook chatbots below.
Facebook Chatbot Examples
While all Facebook chatbots are implemented together with the purpose to boost efficacy, some are doing their tasks better than many others. Here are 5 brands utilizing facebook chatbots to drive the efforts of marketing, sales, or customer support:
1. Whole Foods
Jeff Jenkins, Whole Foods’ Global Executive of Digital Strategy and Marketing, said that were are living in the”expectation economy,” and that customers would love to be armed with relevant content by brands that they follow. This sentiment served as the cornerstone of Whole Foods’ Facebook chatbot, which found in 2016.
The principal goal of this chatbot is to connect Whole Foods followers using recipes that are unique. The chatbot takes in much different information regarding the user, such as dietary constraints and protein tastes. Following a recipe selected, the user can either go with it or opt-out for a brand new one.
Some other features of the entire Foods chatbot contain processing emojis, linking up to customer rewards, saving recipes for later, and allowing users to signup and receive coupons.
Among the cosmetic manufacturers in the world found a new way to serve clients and increase involvement through its easy-to-use Facebook chatbot.
Labeled the Sephora Assistant, this chatbot gained in popularity after Sephora ran a targeted Facebook effort for U.S. women ages 18-49. The bot directed users and would open in Messenger when the ad was clicked.
The results? An 11 percent higher booking rate of in-store makeup appointments. By utilizing a consumer’s GPS place to connect them the booking sequence was also reduced by five measures. Now the chatbot is considered one of Facebook’s actors.
3. Wall Street Journal
Needing to jump on Google to find the latest news for your liking could be time-consuming. The Wall Street Journal chose a Facebook chatbot that news for its users would be the ideal way to counter this issue.
Through CTAs that are clear, users may personalize which content is fed via the chatbot. The more the consumer engages with all the facebook chatbots , the longer tailored their newsfeed will be. This is the energy of AI.
4. Pizza Hut
Let’s face it, our smartphones are full. If you are averse to downloading yet another app to order a pizza, then you can jump on Facebook Messenger and set your next order through the chatbot of Pizza Hut.
In a similar fashion to the chatbot of Sephora, Pizza Hut has decreased the number. Fewer steps are equivalent to shipping, which equals more hours to eat yet much pizza your heart needs.
Pizza Hut’s chatbot collects trade information for a checkout encounter your next time through. Additionally, it uses this data to indicate promotions or new items — providing franchisees with up-sell chances.
Mastercard, among the top service suppliers, recognized the widespread adoption of facebook chatbots and chose to implement its own on Facebook Messenger for both banks and merchants.
By utilizing natural language processing software, which dissects human speech in a more sensible way than machines, the Mastercard chatbot has a strong set of attributes.
Mastercard has enabled customers together with the Masterpass payment support to conduct transactions. This is great news for merchants that haven’t built their own facebook chatbots but would like one’s efficiency.
Mastercard has enabled customers to communicate with their banks via the chatbot. By way of instance, users may check their bank accounts, purchase history, and ask the chatbot. This is a great example of a chatbot that offers value to both companies and consumers.
How to Construct a Facebook Messenger Bot
There is, of course, the looming question of”how much is that going to cost me?” Luckily, Facebook chatbots are free to construct and implement, but it does require some technical skills.
Depending upon the sort of conversations and also the intricacy of your chatbot it’s expected to have, you may need to seek outside help developing it. While a chatbot that utilizes natural language processing may take longer a chatbot with pre-programmed answers could be developed fast.
For a more in-depth explanation of how best to construct your own Facebook chatbot, check out Facebook’s fast start manual for programmers.
Facebook Chatbot Best Practices
Whether you are just releasing your Facebook chatbot or figuring out what means a chatbot will be valuable to your company, here are four universal best practices for getting the most out of the technology.
As mentioned earlier, a number of information collects on each user that engages with you. In the age of GDPR and having much concern about data security that is personal, it’s worth being upfront with your customers.
While it’s hard to give users complete control over which information they discuss, you could provide a few ways for them to opt-in or opt out. The case asks for permission before keeping the Facebook ID and the user’s name and above prompts the consumer.
You could be thinking to yourself, “Wait, I thought the whole purpose of a Facebook chatbot was supposed to remove an individual intermediary and free up customer support for other tasks?”
Like people, chatbots are vulnerable to making errors, although this can be true for the most part.
Sometimes a chatbot has difficulty understanding the user’s intent. The question might not be clear, or there might be a typo that limits the capacity to answer properly. The ball, a chatbot may drop and this could wind up annoying the consumer more often than not.
Unfortunately, 73% of U.S. adults said they’d ditch a chatbot after one bad experience. A Mindshare report resonated with this claim, stating that 61 percent of individuals find faulty chatbots more bothersome than human representatives. That is precisely why it’s key to have workers with customer service abilities on-hand.
Invite user feedback
Customers could face troubles that are unexpected. This is why you need to be proactive about inviting feedback. This is particularly true for chatbots.
Missteps are inevitable, but it does not mean if they happen, that you ought to be complacent. Part of learning to test new options is running into mistakes and quantifying those options. Run net promoter score feedback surveys to help better your messenger bot.
Keep it short
Facebook chatbots are not here to entertain consumers. Increase brand awareness, their objectives are to save time, and serve as an additional arm to your marketing, sales, and customer service departments.
While personalization is great for a chatbot answers are sure to keep users. The picture above is a great example of how a post that’s thousands of words long in only a couple of sentences was condensed by the chatbot of CNN.
The Power of Facebook Chatbots and Messenger Marketing
Facebook chatbots — or any chatbot for that matter — aren’t perfect by any means. The ways they automate small business procedures demonstrate chatbot technology is on the rise.
As a matter of fact, chatbot conversations are on track to save companies nearly $8 billion in earnings by 2022.
A documented 80 percent of companies see AI (which induces chatbots) as crucial for decreasing operational costs. They have the expertise to do 24, although, a number of these companies have not devised a strategy.
Facebook Messenger has emerged as one of the platforms that are simpler to use AI technology. With Facebook chatbots live, now is an excellent time to better your FB marketing strategy using a chatbot.