10 Facebook Messenger & Chatbot Marketing Hacks of All Time: Larry Kim #UtahDMC 2018

#learningWithI
+ Everything You Ever Needed
to Know About Facebook
Messenger Marketing
Larry Kim, MobileMonkey
Aug 24, 2018
@mobilemonkey_ @larrykim #UtahDMC

#CMCa2z #learningWithI
Today’s Agenda
1. Intro to Chatbots
& FB Messenger
Marketing
3. Chatbot
Building Blocks
4. Growing your FB
Messenger Contact List
2. Chat Blasting
D
5. Facebook
Messenger
Ads

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A Few Random
Facts About
Larry

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Slightly
Obsessed With
Unicorns
Make PPC
Magical
Again!

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Founded WordStream in 2008
2008 2018

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7-Year Compound
Annual Growth
Rate 75%
Strong Financial Performance
$1,100,000
$3,300,000
$6,500,000
$10,000,000
$22,800,000
$32,000,000
$55,000,000
2011 2012 2013 2014 2015 2016 2018
WordStream Revenue Growth!
Estimated 2018
Revenues = 55M
EBITA = 16M

#learningWithI@mobilemonkey_ @larrykim #UtahDMC

Working on
Creating A FB
Messenger
Marketing
Platform!

Over a Million
Users in Last 90
Days!

Me
My 4-Year Old Kid
(#ppckid)
New Kid! Born
May 20th
Wife, Kay Lee,
(Heart Surgeon &
Mom!)

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Part 1: Why
*Marketers*
Should Care
About
Chatbots?

Messaging Apps have Surpassed Social Networks
Big 4 Social
Networking
Apps
Big 4
Messaging
Apps
Yet only 1% of businesses can automatically engage w/ customers via messaging!

Email Marketing
5-10% Open Rates
FB Messenger Marketing 10-80x Better
Engagement vs. Email or FB News Feed
FB Messenger Blast
70-80% Open Rates
(Within first 60 minutes!)
FB News Feed
0-1% Organic Post Visibility
Vs.

Messaging = Preferred Mode of
Communication for an Entire Generation
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC

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Many People Associate Chatbots with
Virtual Assistants” or “Voice Search”

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Others Think Chatbots
= “Customer Service”

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Lot of confusing
Mumbo-Jumbo
about Chatbots & AI
or Machine Learning

I Think of Messaging as “The Next Email”!
Quick Surveys!
Registrations &
Reminders!
Segmentation & Drip
Campaigns!

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Holy Grail of Facebook Messenger Marketing &
Growth Hack of The Next 5 Years = Chat Blasting!

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How Facebook Messaging Used To Work:
If Someone Messaged Your Page…

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Those Inquiries Would Show Up
in your “Page Inbox”

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And You Could Respond To People,
Manually By Typing Here.

Then, Facebook Released Their Messenger API
https://developers.facebook.com/docs/messenger-platform
Unfortunately This is Too
Complicated for 99.9% of
Marketers

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With Chatbot Tools, You
Can Import Your FB Inbox
and Blast Everyone Who
Messaged Your FB Page.
HOW?

First Create Some Content
To Chat-Blast To Your

You Can Schedule Your
Chat Blasts
Next You Must Specify
An Audience to Chat-
Blast (a List of Contacts)

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Then Chat-Blast Your Desired
Content to Your Chosen Audience!
(Kinda like Email Marketing…)

Except That Messages
Are Distributed Via
Mobile & Desktop Push-
Notifications!
And are More Engaging
Than Email!

Example: I Blasted Neil
Patel a Blog Post w/
My Bot
And He
Read It!

Is This Spam? Email vs. Chat Blasting
How do open and click-through-rates compare?

+3x read rates & +10x click rates =
60x More Engagement!
VS.

Email Messaging
Spammers Can’t Buy Lists of Names?
Senders Must Honor Unsubscribes?
Dynamic, Interactive Content?
Messaging Is Fundamentally Less Spammy +
More Engaging Than Email!

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Part 2: Facebook
Messenger Chatbot
Marketing
Building Blocks &
Structure

1. This is an
Automated
Chatbot (not a
live person)
2. This Chat is
Taking Place via
Facebook
Messenger.

Most People Just Use
a Visual Chatbot
Builder Like
MobileMonkey!

Static vs Dynamic Chat Content
vs

Basic Chatbot
Content
Building Blocks

Like a CMS, you
Assemble
“Widgets” into
Chat “Pages”

Combining a
Image and Text
Widget on a
Page

Static Image and
text widgets, as
viewed in
Messenger
But how to get
*dynamic* User Input?
(Like Preferred Webinar
Time)?

Multiple Choice
Question
Text Input
Question

Asking
Questions and
Saving User
Responses

@mobilemonkey_ @buzzsumo
By Asking Users
Questions, You Can
Segment Your
Audience So That …

You Can Send Them
Down Different
“Messenger Funnels”

You Can Also Define
Custom Audiences Based
on “Conversational
Criteria”.
Audience Preview
@mobilemonkey_ @buzzsumo@mobilemonkey_ @larrykim #UtahDMC

So You Can Chat-Blast
Very Relevant Content
or Drip Campaigns.
(This Chat-Blast had an
85% Response Rate…)

You Can Pre-Fill Email
Addresses, Phone
Numbers and
Addresses

Send ebooks,
PDF, Gift Cards,
etc. via Chat
Rather than Email
or Web Links!
Other Common
Widgets: Send
Video or
Attachments
Videos Are
Fantastic for
Chat!

Chatbot Navigation: Two Types of Experiences
Button-Based Navigation
Natural Language
Processing (or Artificial
Intelligence)
Vs.

Add a few Keyword
Triggers for your
Chat Pages

The Chatbot AI
analyzes the
intent of the
user request.
Then Serves the
Correct Page
You’ve Previously
Created

Tip: Periodically Review All
“Unanswered Questions”
and either create new
content or point those user
queries to existing content!

You Can Jump In at
Any Time in Your
Facebook Page
Inbox or Pages App

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Tips on How to
Chat Blast Like a
Master Blaster

Ask for Chat Permissions:
Be Clear with the Opt-In!

Always include
unsubscribe
instructions

Chat Blasting Restriction:
You Must honor all
unsubscribes.
(Type “Stop” or
“unsubscribe” – etc.)
User can also block you
and if your numbers are
bad you will get banned.

Send Short
Messages, then
Make the User
Engage!

Front-Load Your Drip Campaigns!

Segment Your
Way to Higher
Engagement
Rates

Facebook Requires
That You Describe
the “Purpose” of
your Chat Blast as
either Promotional
or Non-Promotional

Facebook Says
These are
“Promotional”
Messages
“Promotional” vs. “Non-Promotional” Chat Blasts

To Send Non-
Promotional
Content, Apply
For “Subscription
Messaging”
Tips: https://mobilemonkey.com/blog/2018/07/facebook-
subscription-messaging

*Note: For unlimited non-promotional blasts, you need to apply for
“Subscription Messaging”.
First 24 Hours Anytime Thereafter
Send as promotional or
non-promotional messages
as you want.
Unlimited non-promotional
blasts*, and 1-promotional
blast.
Chat Blasting Restrictions: The “24+1 Rule”

Tip: Send Non-Promotional Blasts to “Reincarnate” Sessions
Send Non-
Promotional
Blast*
Regardless of Which
Button is Pressed,
User is considered
“Fresh”

But What If I *Want*
To Keep Sending
This Promotional
Content?

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New
“Sponsored
Message” Ad
Format in
Facebook
Messenger

(How to get FB messenger subscribers!)

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In the Olden Days of Marketing…
20 Years
Ago…
10 Years
Ago…
Use SEO/PPC to
Capture Emails via
Landing Pages
Show Up In
Customer
Inbox
Get People To “Like”
Facebook Page
Show Up in
News Feed

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In 2018.. You Need To Build Your Messenger Contact List!
(Note: Not the same thing as “Page Fans”)
I have Nearly 10k
Active Messenger
Contacts This Year:

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I’m Adding 1-3k New Messenger Contacts/Month! How?

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Just Waiting for People To
Message Your Page Will Take
Forever…

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Attach Auto-Responders To
Your Facebook Posts
(Respond to People Who
Comment)
TRY:
bit.ly/fb-post-guard

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Add “Comment
Guards” & Boost Your
Most Engaging Posts

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Ask Questions and Give
the Answer via
Messaging!

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1. Choose Content To Send to Users
2. Specify Frequency Cap
3. Choosee Which Post To Apply To (Or ALL)
Setting Up a Comment Guard

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“Send To Messenger
Button” To Replace
Landing Page Forms

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Landing Pages vs. Send to Messenger Button
vs.

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How? Just Copy and
Paste This Code Into
Your Landing Page

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Anyone Who Engages
With Your FB Website
Chat is Added to Your

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Adding a FB Messenger
“Opt-in” Button to All
Website Contact Forms
Will Increase Opt-Ins

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Instead of just
collecting
email
subscribers,
get
Messenger
Subscribers
Webinar Sign Up
Page!

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Link to Your Bot (Via
Email or Web Pages)
TRY:
bit.ly/fb-blaster

I Quit
Facebook
Ads Last Year
Because
Costs Were
Insane!

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“Send to
Messenger”
Facebook
Ads = 100%
Conversion
Rate*

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But Now I Use
”Send To
Messenger”
Ads, Which
Capture
Everyone’s
Contact Info.

Today We’re Getting
Messenger Contacts for $3-$5
(Despite +100 CPM)

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Summary:
My Top 5 Chatbot
Marketing Hacks

#CMCa2z #learningWithI
5. Chat Blasting
Email Marketing on
Steroids – 80% Open
Rates, 20% Response.
4. Build Interactive
Bot Experiences
Segment Your Way
to Higher
Engagement!
2. Lead Magnets
Website Popup,
Comment Guard,
Landing Pages, Etc.
1. Facebook Ads
Convert Ads at 10-50x
Lower CPAs
Larry’s Chatbot Marketing Hacks
3. Q&A
Automatically
Answering Common
Business Questions

#learningWithI
Now Entering
Unicorn-Land!
“Be a Unicorn in a Sea of Donkeys”
THANK YOU UTAH DMC!
-> Try this: bit.ly/fb-blaster

10 Facebook Messenger & Chatbot Marketing Hacks of All Time: Larry Kim #UtahDMC 2018

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10 Facebook Messenger & Chatbot Marketing Hacks of All Time: Larry Kim #UtahDMC 2018