Anna Marie Selby
Anna Marie Selby is the founder of Pretty Witty Media and the Director of Social Media at Mindful Health. She works directly with brands to develop brand influence through disruption and impression, social media marketing, syndication, along with business development and strategic partnerships.
Brands are too caught up in collecting social media fans that they’re forgetting how to connect. The conversion lies within the connection. Facebook bots are going to allow you to take that conversation and personalize it on a deeper level.
The strategy behind monetizing on Facebook is a complex made of three parts:
- Front-End
- Personalized Facebook Bots
- Tracking
The front end of monetization is the proper story deck that relate to the product, service, program and events. Are posts being curated to properly speak with your avatars and convey the solution to their problem? Chatbots take those posts and use artificial intelligence and machine learning to place them in front of the correct avatar. After the chatbots have worked their artificial magic tracking, metrics and tactical templates pinpoint how and where marketers should put their efforts.
Using the tool Chat Kit, an end to end conversations commerce platform that allows front end posting and backend analytics, businesses can 10x their profits, grow their social reach and even sell houses on Facebook. The tool allows a user to input behavioral triggers and input triggers. These triggers allow for the bots to identify behaviors and patterns that would be beneficial to retarget and upsell. Chat Kit also has live chat that plugs customer service into the chat.
Let’s take a look at examples in five different industries that have used Chat Kit to acquire their marketing goals.
Real Estate
In real estate, the number one goal is lead generation followed by conversion. What if, by using bots, a real estate agent could list a property, pre-list it and test the price against the market? This would avoid them burning days on the market with an overpriced home.
The goal was to secure escrows in social media and have a bot increase the close rate, to test the price and increase the demand. Social media
syndicated marketing a home. The posts for this campaign conveyed the pain points of house shoppers.
Do you need an additional room? This one has four.
This summer’s supposed to be the hottest on record. Wouldn’t it be nice to have your own pool?
Prospects were driven to the bot and it became possible to survey them. Are they a buyer? Are they a renter? Are they a seller? Are they an investor? Do they want to see more properties in this county?
Instead of having this conversation in the noisy newsfeed, the prospect was
first attracted and then a private conversation was had on the backend.
This resulted in 25 showings book in 24 hours, all through Facebook with multiple offers above the list price.
Health and Fitness
In the health and fitness industry, the bot can help advocate for the individuals a brand is bringing in. In this case, the goal was to have a deeper connection and a better conversation, ideally identifying the user’s pleasure and pain points. This conversation would come from user engagement with posts. The second goal was to improve user experience and monetize with Messenger.
How do you get a converting conversation from the front end to the back end?
Capture the user by implementing the front end with a story deck. This capture comes from speaking to the message of the user, attracting them in by empowering them through giving them a voice. Once the prospect engages with a post, surveying conversations with the bot will show the pleasure and pain points of this individual. The bot also gives a dedicated journey, where users are surveyed as to what they to do and then brought through a specific journey based on their answer. The answers are gamified to motivate them to answer. For example, if somebody presses the detox
button, they’ll have a different journey than a person who chooses loose the belly fat button.
The results of this campaign averaged $100,000 in sales in ten days all
through organic traffic.
Fortune 500 Retailer
A Fortune 500 retailer had a goal of growing their audience on Messenger for the long term objective of building personalized and higher user engagement. They had a following but they wanted to increase it through personalization. What’s the best way to personalize?
By personally connecting with avatars.
A tailored bot was built with a customized image search especially for brands using a computer visions AI. Essentially, somebody could take a picture of
a shoe and the bot can find the same shoe online. This opens the door for partnerships between similar companies. For example, in this case a prospect interested in buying shoes from one company could be advertised socks from another. The same works the opposite way.
In thirty days, the brand ran the intelligent personalized customer experience
to their Messenger and grew their influence 10x.
Live Events and Conferences
One of the major pain points of live events and conferences is selling tickets. What strategy could improve the amount of sales? An increased awareness of the conference. Who can create awareness? Sponsors.
Can a bot do this?
Yes. The goal of a live event was selling out and positioning by attracting highly invested avatars into a conversation and positioning them on the list for partnership promotions leading up to the event.
Prospects were offered a proper journey by sharing what the vision and story behind the conference was. On the social front, people are seeing the vision, event, edge pieces and conversations. Users are invited to respond in the comments below which takes them to a private conversation with a bot. This subscriber list is built out and campaigns are specifically created for these avatars, who are showing major interest in the event.
Using the bot, the subscriber list has grown from zero to 46,000. With only 35 tickets available, the goal of selling out was acquired.
mmigration Firm
The goal of the immigration firm was to increase volume and automate. The strategy to increase volume was to increase leads through Facebook ads and automate the qualification process. Their problem was high call volumes, with too many prospects calling to ask questions about the application and close out rates.
A dedicated bot was built from the intake form. Intake forms can be used as a customer journey by putting buttons within it as a phase one marketing
strategy. Phase two is to implement behavioral triggers, essentially telling the bot that if a user clicks on a button then they are directed in this direction.
This gives marketers the prospect’s behavioral profile and shows how this
individual responds with reaction versus proaction.
Within one week of launching the bot, calls dropped by 50% and reduced the
time of lead to qualified player by 60%.
These results came from building bots that were designed to automate a process. They automated the process that came directly after user engagement.
How do you stand out as a brand and how do you disrupt that newsfeed to leave a positive brand impression?
- Prior to post, identify your intention
- Stop speaking AT, and start speak TO
- Define if this post for attracting individuals or retaining them
- Ask avatars to respond in the comments below
After capturing a customer, the opportunity to actually connect with them appears. This comes back to remembering the intention. Reverse engineer the sales process by mapping through a customer journey.
If the intention is clear, the message will convey and a conversation will connect. If the conversation is present, there will be a conversion.
Brands are too caught up in collecting social media fans that they aren’t successfully conveying their intention. Facebook bots are the answer to bringing intention to conversions. Building personalized Facebook bots for a companies specific goals and pain points creates a qualified customer journey that can 10x profits.
Facebook bots give businesses a new opportunity to take conversations, personalize them and automate them. The reality is, brands are too caught up in collecting social media fans that they’re forgetting how to connect.
Bots are creating the necessary connection that motivates users to become
customers and giving businesses the profits they are aiming for.