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Let's Chat About Chat

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Bots, messaging, and the future of marketing strategy.

AGENDA:
1. The rise of messaging (and why)
2. How it impacts you today and tomorrow
3. Ways you can use it in your business

Published in: Marketing
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Let's Chat About Chat

  1. 1. Let’s Chat About Chat Bots, messaging, and the future of marketing strategy
  2. 2. WHO AM I? Connor Cirillo. I lead HubSpot’s North American messaging and bots strategies. Drake superfan. Tweet at me: @connorcirillo
  3. 3. A DRAKE SUPERWHAT?
  4. 4. 1. The rise of messaging (and why) 2. How it impacts you today and tomorrow 3. Ways you can use it in your business AGENDA
  5. 5. EVOLUTION OF COMMUNICATION
  6. 6. 1997 - WEB
  7. 7. 2007 - MOBILE
  8. 8. 2017 - MESSAGING
  9. 9. 1997 - Point and click 2007 - Swipe 2017 - Converse EVOLUTION OF COMMUNICATION
  10. 10. KEY TERMS
  11. 11. What’s a conversation? Interactive communication between two or more entities.
  12. 12. What’s a chatbot? An automated computer program designed to simulate conversation with human users.
  13. 13. What’s a messaging platform? Real-time online platforms where users exchange text and rich media messages.
  14. 14. Conversations with chatbots happen on messaging platforms. HOW IT FITS TOGETHER
  15. 15. MESSAGING PLATFORMS
  16. 16. LET’S PLAY: WHICH NUMBER IS HIGHER?
  17. 17. MORE USERS: MESSAGING OR SOCIAL?
  18. 18. MORE USERS: MESSAGING OR SOCIAL? 4 billion 3.5 billion
  19. 19. MORE USERS: MESSAGING OR SOCIAL? 4 billion
  20. 20. Source: BI Intelligence
  21. 21. 53% Of Earth uses a top messaging platform
  22. 22. MORE USERS: MESSENGER OR EARTH (1800)?
  23. 23. MORE USERS: MESSENGER OR EARTH (1800)? 1.3 billion 1 billion
  24. 24. MORE USERS: MESSENGER OR EARTH (1800)? 1.3 billion
  25. 25. Source: TechCrunch
  26. 26. 1.3 Billion Users
  27. 27. 107 Countries
  28. 28. Source: Giphy
  29. 29. 2. Messaging platforms have exploded 1. The way consumers talk has evolved 3. Facebook is the largest player here EVOLUTION OF COMMUNICATION
  30. 30. WHY IT MATTERS
  31. 31. Messaging has changed what consumers expect.
  32. 32. 51% Say a business needs to be reachable 24/7 Source: Ubisend
  33. 33. Want to reach a business through messaging Source: Twilio
  34. 34. TRADITIONAL CHANNEL TRENDS
  35. 35. People click less.
  36. 36. Like, a lot less.
  37. 37. Source: MarketingCharts
  38. 38. TRADITIONAL CHANNEL TRENDS 8 seconds Average human attention span Source: Microsoft
  39. 39. TRADITIONAL CHANNEL TRENDS 9 seconds Average goldfish attention span Source: TIME Magazine (yes, really)
  40. 40. People message more.
  41. 41. Like, a lot more.
  42. 42. Source: Flurry Analytics
  43. 43. More time, fewer places.
  44. 44. Source: comScore
  45. 45. Traditional marketing channels are changing.
  46. 46. 1. Consumers message for everything 2. Email is losing ground 3. App fatigue is real TRADITIONAL CHANNEL TRENDS
  47. 47. WHY MESSAGING AND BOTS WIN
  48. 48. One-to-one conversations at scale.
  49. 49. WHY MESSAGING AND BOTS WIN Reach your users where they already spend their time.
  50. 50. WHY MESSAGING AND BOTS WIN
  51. 51. WHY MESSAGING AND BOTS WIN 99% SMS open rate Source: Business2Community
  52. 52. HOW COMPANIES USE BOTS TODAY
  53. 53. Conversational content USE CASE
  54. 54. ALTERNATIVE
  55. 55. Shorter, digestible content that feels more natural to readers WHY THIS WORKS
  56. 56. E-commerce: sell playoff tickets USE CASE
  57. 57. ALTERNATIVE
  58. 58. Removes all friction to purchase WHY THIS WORKS
  59. 59. USE CASE Lead generation (webinar signup)
  60. 60. ALTERNATIVE
  61. 61. WHY THIS WORKS Conversations are a natural way to collect information
  62. 62. What they’re saying...
  63. 63. WHAT THEY’RE SAYING
  64. 64. WHAT THEY’RE SAYING
  65. 65. 1. Conversational content 2. E-commerce 3. Lead generation HOW COMPANIES USE BOTS TODAY
  66. 66. THE FUTURE OF BOTS
  67. 67. BUSINESSES LIVE EVERYWHERE Businesses will become omnichannel and omnipresent. We will talk to businesses the way we talk to friends & family.
  68. 68. BUSINESSES LIVE EVERYWHERE ● Voice ● Search ● Social ● Messaging ● Online ● AR/VR ● Email
  69. 69. WON’T BOTS JUST REPLACE US?
  70. 70. BOTS MAKE US BETTER Bots and artificial intelligence will help us be better at our jobs. Focus more on making an impact, less on repetitive work.
  71. 71. TACTICAL TAKEAWAYS
  72. 72. TACTICAL TAKEAWAYS Set honest expectations
  73. 73. TACTICAL TAKEAWAYS Keep your use case narrow
  74. 74. TACTICAL TAKEAWAYS Your users are your roadmap
  75. 75. 1. Don’t deceive users. 2. Do fewer things better. 3. Build fast, ship often. TACTICAL TAKEAWAYS
  76. 76. NOW’S THE TIME TO START ● Costs less than dinner to get started ● First-mover advantage ● If I can do it, you’re all set
  77. 77. Bots and messaging will make business better. Go to HubSpot.com/bots to learn how.
  78. 78. Questions?

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