Chatter about chatbots reached a fever pitch in 2016, with brands including Sephora, Taco Bell, and KLM jumping on the bot bandwagon. This presentation is designed for marketers and entertainment brands who are struggling to understand how to use bots for their business, highlighting what they are, why they’ve become so popular, and how to leverage them for customer service, content delivery, e-commerce, promotions, and branding. It also highlights a case study of TIFFBOT, a movie-loving chatbot built in partnership with the Toronto International Film Festival, offering takeaways for marketers based on its success.

1. THE BOT BOOM:
WHAT MARKETERS NEED TO
KNOW ABOUT CHATBOTS NOW

3. ABOUT EIGHTY-EIGHT

4. B U I L D I N G
S U C C E S S F U L
S O C I A L
M E D I A
FIRST THINGS FIRST:
WHAT THE HECK IS A CHATBOT?

5. A chatbot is a piece of software designed
to simulate human conversation, and they are
often powered by artificial intelligence
and machine learning.

6. Chatbots live on SMS, social networks,
or inside messaging apps like Facebook
messenger, and can automate one-on-
one interactions, often eliminating the
need for a human.

7. They remove friction - they’re often called “invisible apps”

8. “THIS IS AN INSTANT INTERACTION, AND
IT IS SOMETHING THAT ONLY BECOMES POSSIBLE
WITH BOTS. THERE’S NO NEW APP TO DOWNLOAD,
NO NEW ACCOUNT TO CREATE, AND, PERHAPS MOST
IMPORTANTLY, NO NEW USER INTERFACE TO LEARN.”
—TED LIVINGSTON, KIK

9. WHY ARE BOTS SO POPULAR?
NATIVE MOBILE APPS ARE DECLINING IN POPULARITY
the average
American downloads
>1app per month
25%of all apps
are abandoned
after first use

10. 2.4BCombined Facebook Messenger and
WhatsApp users as of April 2017

11. BOTS: A TIMELINE
• June 2015: Telegram launches the 1st bot store
• March 2016: Microsoft launches Bot Framework
for developers. Over 45,000 developers were using
it as of September 2016
• April 2016: Kik launches bot store
• April 2016: Facebook launches “bots on Messenger”
to help businesses build bots
• February 2017: Tens of thousands of bots built on
Kik, billions of messages exchanged, & 6 chatbots
with more than 1 million users
• April 2017: At F8 Facebook announces a Discover
tab for bots and group bots, hits 100,000 bot
developers

12. There are now over
100,000
bots on Facebook Messenger
as of April 2017

13. Messenger’s Bot development
platform is growing 70% faster
than app development in the
App store
APPS BOTS
There are now more than double
as many bot developers than app
developers

14. “PART OF THE APPEAL OF BOTS IS THAT THEY
SIMPLY AUTOMATE THINGS THAT COMPANIES ARE
CURRENTLY PAYING HUMANS TO DO.”
—RECODE

15. B U I L D I N G
S U C C E S S F U L
S O C I A L
M E D I A
THE OPPORTUNITY
FOR MARKETERS

16. WHO’S ALREADY ON THE BANDWAGON?

17. “CHATBOTS ENABLE BRANDS TO
SIMULTANEOUSLY REACH MILLIONS OF USERS,
WHILE LETTING USERS CHOOSE INPUTS AND
ENGAGE IN A PERSONALIZED CONVERSATION
RELEVANT TO THEIR SPECIFIC INTERESTS AND
DEMOGRAPHICS.”
—SARAH MARION, INOVIA CAPITAL

18. CUSTOMER SERVICE
Hello, how can I help you?

19. of customer interactions
will be managed without
a human by 2020
- Gartner prediction
85%

20. THE FIRST ROBOT LAWYER:
A CHATBOT THAT BEATS PARKING TICKETS
160,000
parking tickets
overturned
64%
success rate
($4 million in tickets
appealed)

21. CONTENT
There’s a lot happening in
the world. Here are your
top stories today:

22. Videotron: Get AI-powered recommendations
on what to watch with Chatbot Chillico.

23. British Vogue. Vogue Fashion Update
delivers fashion news and videos.

24. SHOPPING & ECOMMERCE
Right now, I’ve got 1
Soft Taco with:
• Seasoned Beef
• Lettuce
• Cheese

27. OFFERS & PROMOTIONS

28. SnapTravel has processed $1 million in hotel
bookings inside Messenger

29. SMART ASSISTANTS
Do you want me to make
you a reservation?

30. A hybrid approach to a smart virtual assistant:
only 30% of requests are handled without
human agents

31. ORDERING & NOTIFICATIONS
Check-in is open:
go ahead and get your
boarding pass! See you
soon on board with us.

34. MARKETING CAMPAIGNS
Exclusive content for fans

36. CASE STUDY:
SEPHORA

37. • Launched a chatbot on Kik in March 2016
• Launched two more chatbots on Facebook
Messenger in November 2016

38. • Sephora’s bots allow consumers to
ask about products, make an in-store
appointment or provide a lipstick
colour match
• Their Kik bot encouraged users to
complete a survey, which had a 40%
completion rate

39. B U I L D I N G
S U C C E S S F U L
S O C I A L
M E D I A
CASE STUDY:
TACO BELL

41. • Taco Bell created a bot for
Slack that allows consumers
to order tacos within the
communications bot
• Still in private beta, no success
stats yet
• Featured in news outlets
including Fortune, Wired,
AdAge, and dozens of others

42. B U I L D I N G
S U C C E S S F U L
S O C I A L
M E D I A
CASE STUDY:
TIFFBOT

43. At Eighty-Eight we wanted to test
the power of chatbots. So we worked
with software studio TWG to build
one ourselves.

45. • Chatbot that eased the pain points of finding a film to see
at TIFF
• Served recos based on genre, mood or the film’s stars
• Built on Chatfuel - the WordPress for bots

47. • Served 8600 people in three weeks
• Earned over 550,000 unpaid media impressions in
Canada and across the world
• Became an official TIFF partner alongside TWG
The results:

48. 1. Hire a developer to build one from the ground up
2. Use built-in tools from Facebook or Microsoft
3. Use a bot platform like Chatfuel (the "WordPress for chatbots")
BUT HOW DO YOU
ACTUALLY BUILD A BOT?!

49. YOU SHOULD BUILD A BOT IF...
• You want to improve your customer service
• Your brand app is lagging
• You’re selling a product
• You want to position your brand as bleeding-edge
• You have a rich data set
• You want to easily guide people through your
product or service (like Slackbot)

50. HOW DO YOU MAKE YOUR
BOT SUCCESSFUL?
1. Make sure it solves a customer problem
2. If not, make it shareable & engaging
3. Make it intuitive
4. Make sure it has a personality
5. Choose the right medium
6. Test multiple inputs so it’s not frustrating

51. Why don’t you just
tell me the name
of the movie you
selected?

52. THE RISKS: BOTS GONE ROGUE

53. B U I L D I N G
S U C C E S S F U L
S O C I A L
M E D I A
80’SPHONE
NUMBER
90’SWEB &
WEB APPS
2000’SMOBILE &
MOBILE APPS
NOWCHATBOTS &
MESSAGING

54. B U I L D I N G
S U C C E S S F U L
S O C I A L
M E D I AERIN BURY // EIGHTY-EIGHT
ERIN@EIGHTYEIGHTAGENCY.COM // @ERINBURY
LET’S TALK BOTS