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How Chatbots Can Help Your Marketing | Seattle Interactive 2017

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How chatbots can help in your marketing
By Murray Newlands

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Who am I ?
 20 Years in Marketing
 Founder, ChattyPeople.com
 Investor, Business Advisor, Speaker, Influencer
 Writer,...

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What are bots?

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How Chatbots Can Help Your Marketing | Seattle Interactive 2017

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Presenter: Murray Newlands, ChattyPeople, CEO

Every business is going to have a bot. They are cheaper, faster, respond instantly and they can interact with any number of clients simultaneously. If messaging apps become the primary way people communicate, and every business needs a strategy to engage with people on messaging apps, and bots are the only scalable way to do this, then every business will eventually have a bot. That is simple math.

Presenter: Murray Newlands, ChattyPeople, CEO

Every business is going to have a bot. They are cheaper, faster, respond instantly and they can interact with any number of clients simultaneously. If messaging apps become the primary way people communicate, and every business needs a strategy to engage with people on messaging apps, and bots are the only scalable way to do this, then every business will eventually have a bot. That is simple math.

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How Chatbots Can Help Your Marketing | Seattle Interactive 2017

  1. 1. How chatbots can help in your marketing By Murray Newlands
  2. 2. Who am I ?  20 Years in Marketing  Founder, ChattyPeople.com  Investor, Business Advisor, Speaker, Influencer  Writer, Forbes.com & Entrepreneur.com  Twitter – 1.5 m  Instagram – 115k  Facebook – 47k
  3. 3. What are bots?
  4. 4. Every business is going to have a bot. They are cheaper, faster and respond instantly and they can interact with any number of clients simultaneously. If messaging apps become the main way how people communicate, and every business needs a strategy to engage with people on messaging apps, and bots are the only scalable way to do this, then every business will eventually have a bot.That is simple math.
  5. 5. Where are bots?
  6. 6. Bots will be faster than websites or cell phone apps. It can take seconds, or even up to a minute, to load a website. Bots load instantly. As long as two products are comparable in value, people will always use the one that loads fastest. In this case, that would be the chat bot. Mobile apps need downloading. They take up valuable memory your phone and they take time to download. Bots don’t need to be downloaded. You just send them a message and you’re using it. When we usually search for information we use Google, Bing etc. Let say that you want to search for job and you google “jobs in finance in San Francisco ” in the search box. This will bring up, literally, about 24 MILLION results.
  7. 7. An Internet search engine allows anyone to search for practically anything. However, when we want to delve deeper into a domain, this vessel has its limitations. Google doesn’t really narrow things down for you. It’s about giving you as many possibilities as possible, not about zeroing in on what you really need.After you’ve typed in those few words on Google, its job is done. It is now up to you to sift through all those websites that Google has brought up under your search. You’ll have to click on every website and most likely have to do a few more searches to start getting the information you were after in the first place.
  8. 8. What can bots do Help conversation
  9. 9. It takes a lot of time and energy to do in-depth web searches. It is even more annoying if you have to search for something that should technically not take too much of your time, like when you are searching for bakery near you, if you search in Google, then it brings up some names (the top options are most likely to be sponsored ads) and then about 930,000 other results that you have to trawl through.
  10. 10. Why bots?
  11. 11. Chatbots, will change the in information searching. This might potentially change how you search for information, forever. Instead of just listing hundreds of thousands of search results, specialized chatbots in different domains do the most of the work for you. And what’s even more spectacular is that the chatbot, is built not just to pass information, but to include task execution. And to include task execution, will be the key to the upcoming change. A future where bots kill websites and mobile apps isn’t certain, but I believe it is very likely.
  12. 12. Facebook sees $$$$: 100K chatbots in one year
  13. 13. Two types of bot  AI bot  Pre-scripted bot
  14. 14. Scripted chatbots  No Artificial Intelligence  Trained to do one/few things  Only as smart as it’s programmed to be  Communicates in a structured manner
  15. 15. NON Scripted chatbots  Artificial Intelligence  Learn over time  BUT Facebook pulled whit.ai– not good enough
  16. 16. Examples
  17. 17. Examples
  18. 18. Ecommerce
  19. 19. What Ecommerce customer service failure looks like  Can not find the product they are looking for  Lack of information to make purchase  Slow or no product tracking & updates  Communication done entirely by slow, outdated email  Checkout is too complicated, not streamlined  Customer can not get help when needed  Difficult to buy products (forms/carts/email signups)
  20. 20. What Ecommerce customer service failure looks like  Customers want answers now not later  Customers hate customer support which is slow and unhelpful  Customers want expert advice not a soft vague answer
  21. 21. What Ecommerce customer service failure looks like  Call center staff change jobs ever 9 months  Call center staff hate repetitive questions  Call center staff want to help but do not know the answers or have time
  22. 22. Bots can help
  23. 23. Bot solution:  Always online  Real time answers  Instant messaging updates  Immediate help then- transferred to real person who has more time  Help finding products  Help with detailed answers  In conversation purchase – buy from the bot
  24. 24. Customer satisfaction  65% of consumers feel good when they resolve a customer service issue without a live person.  70% prefer to use chatbots to interact with companies for simple/moderate interactions.  69% say they use a chatbot once a month.  77% say that tech has significantly changed their expectations of how a company should interact with them.**
  25. 25. Examples – Ebay Shopbot
  26. 26. Examples – Order Status
  27. 27. Examples – Real Experts
  28. 28. What can bots do
  29. 29. What can bots do
  30. 30. What can bots do
  31. 31. What can bots do
  32. 32. Why do bots fail?  Not fun or engaging  ill-prepared for all questions, can’t improvise  Not on brand  Bot is replicating your website UI  Difficult to get to a real person if needed
  33. 33. Bot engagement  Personalization  Start with mobile  Make interactions useful for customer & you  Always type first – 25% of users who have to type first drop off  Keep it fun – Emojis make sessions 85% longer
  34. 34. What to think about  What is the user’s need?  Content is the user experience?  Use a tool or platform = easy to get started/change  Test and iterate  Publish and promote  Test and iterate
  35. 35. How to think about chatbots  Think about bots like another user, with limitations  Bots are similar to you an me in that they:  Have profile photos and names  Can be mentioned or DM’d  Can post messages  Can upload files  Can be given personality – conversation style
  36. 36. Making a great bot  Introduce the bot “Hi, I am [x] bot”  Never leave the user unsure  Account for typos  Make “help” an easy option  Make transferring to a human an easy option
  37. 37. Do’s and Don’ts  Do keep it simple to start  Do find problems  Don’t think your bot won’t fail queries, so plan for it  Don’t think bots replace customer service agents – they only enhance  Do consider what your bot offers that your site or app doesn’t.
  38. 38. Where are your users?  Which social networks are best for your product? Your users?  Facebook is rich  Twitter is public  BUT not just on social – on your website
  39. 39. Win with personality
  40. 40. Contact murray@chattypeople.com

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