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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

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On Friday, August 24th, Larry Kim was a keynote at the 4th Annual Utah Digital Marketing Collective Conference.

Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018

Most Influential PPC Expert, CEO, Founder of WordStream

Larry Kim is the CEO of MobileMonkey, a chatbot building platform for marketers that enables mobile messaging between businesses and customers via Facebook Messenger. He’s also the founder of WordStream, the World’s top PPC marketing software company. Larry was voted the most influential PPC expert in 2015, 2014 and 2013 according to the PPC Hero Blog. In 2015 Larry also won Search Marketer of the Year Awards from the US Search Awards and Search Engine Land. Previously he and won a spot in the ClickZ Digital Marketing Hall of Fame and Small Business Influencer Award. He was also the top columnist for all of Search Engine Land in 2013 and is the Most Influential Search Engine Marketer of 2014 and most retweeted SEM according to 3QDigital.

On Friday, August 24th, Larry Kim was a keynote at the 4th Annual Utah Digital Marketing Collective Conference.

Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018

Most Influential PPC Expert, CEO, Founder of WordStream

Larry Kim is the CEO of MobileMonkey, a chatbot building platform for marketers that enables mobile messaging between businesses and customers via Facebook Messenger. He’s also the founder of WordStream, the World’s top PPC marketing software company. Larry was voted the most influential PPC expert in 2015, 2014 and 2013 according to the PPC Hero Blog. In 2015 Larry also won Search Marketer of the Year Awards from the US Search Awards and Search Engine Land. Previously he and won a spot in the ClickZ Digital Marketing Hall of Fame and Small Business Influencer Award. He was also the top columnist for all of Search Engine Land in 2013 and is the Most Influential Search Engine Marketer of 2014 and most retweeted SEM according to 3QDigital.

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

  1. 1. #learningWithI + Everything You Ever Needed to Know About Facebook Messenger Marketing Larry Kim, MobileMonkey Aug 24, 2018 @mobilemonkey_ @larrykim #UtahDMC
  2. 2. #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 @mobilemonkey_ @larrykim #UtahDMC
  3. 3. #learningWithI A Few Random Facts About Larry @mobilemonkey_ @larrykim #UtahDMC
  4. 4. #learningWithI Slightly Obsessed With Unicorns Make PPC Magical Again! @mobilemonkey_ @larrykim #UtahDMC
  5. 5. #learningWithI Founded WordStream in 2008 2008 2018 @mobilemonkey_ @larrykim #UtahDMC
  6. 6. #learningWithI 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 @mobilemonkey_ @larrykim #UtahDMC
  7. 7. #learningWithI@mobilemonkey_ @larrykim #UtahDMC @mobilemonkey_ @larrykim #UtahDMC @mobilemonkey_ @larrykim #UtahDMC
  8. 8. #learningWithI@mobilemonkey_ @larrykim #UtahDMC
  9. 9. Working on Creating A FB Messenger Marketing Platform! @mobilemonkey_ @larrykim #UtahDMC @mobilemonkey_ @larrykim #UtahDMC @mobilemonkey_ @larrykim #UtahDMC
  10. 10. Over a Million Users in Last 90 Days!
  11. 11. Me My 4-Year Old Kid (#ppckid) New Kid! Born May 20th Wife, Kay Lee, (Heart Surgeon & Mom!)
  12. 12. 1818 2018
  13. 13. #learningWithI Part 1: Why *Marketers* Should Care About Chatbots? @mobilemonkey_ @larrykim #UtahDMC
  14. 14. 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! @mobilemonkey_ @larrykim #UtahDMC
  15. 15. @mobilemonkey_ @larrykim #UtahDMC
  16. 16. @mobilemonkey_ @larrykim #UtahDMC 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.
  17. 17. Messaging = Preferred Mode of Communication for an Entire Generation @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  18. 18. #learningWithI Many People Associate Chatbots with Virtual Assistants” or “Voice Search” @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  19. 19. #learningWithI Others Think Chatbots = “Customer Service” @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  20. 20. #learningWithI Lot of confusing Mumbo-Jumbo about Chatbots & AI or Machine Learning @mobilemonkey_ @larrykim #UtahDMC
  21. 21. I Think of Messaging as “The Next Email”! Quick Surveys! Registrations & Reminders! Segmentation & Drip Campaigns! @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  22. 22. #learningWithI Holy Grail of Facebook Messenger Marketing & Growth Hack of The Next 5 Years = Chat Blasting! @mobilemonkey_ @larrykim #UtahDMC
  23. 23. #learningWithI How Facebook Messaging Used To Work: If Someone Messaged Your Page… @mobilemonkey_ @larrykim #UtahDMC
  24. 24. #learningWithI Those Inquiries Would Show Up in your “Page Inbox” @mobilemonkey_ @larrykim #UtahDMC
  25. 25. #learningWithI And You Could Respond To People, Manually By Typing Here. @mobilemonkey_ @larrykim #UtahDMC
  26. 26. Then, Facebook Released Their Messenger API https://developers.facebook.com/docs/messenger-platform @mobilemonkey_ @larrykim #UtahDMC Unfortunately This is Too Complicated for 99.9% of Marketers
  27. 27. #learningWithI With Chatbot Tools, You Can Import Your FB Inbox and Blast Everyone Who Messaged Your FB Page. HOW? @mobilemonkey_ @larrykim #UtahDMC
  28. 28. First Create Some Content To Chat-Blast To Your Messenger Contact List @mobilemonkey_ @larrykim #UtahDMC
  29. 29. You Can Schedule Your Chat Blasts Next You Must Specify An Audience to Chat- Blast (a List of Contacts) @mobilemonkey_ @larrykim #UtahDMC
  30. 30. #learningWithI Then Chat-Blast Your Desired Content to Your Chosen Audience! (Kinda like Email Marketing…) @mobilemonkey_ @larrykim #UtahDMC
  31. 31. @mobilemonkey_ @larrykim #UtahDMC Except That Messages Are Distributed Via Mobile & Desktop Push- Notifications! And are More Engaging Than Email!
  32. 32. Example: I Blasted Neil Patel a Blog Post w/ My Bot And He Read It! @mobilemonkey_ @larrykim #UtahDMC
  33. 33. Is This Spam? Email vs. Chat Blasting How do open and click-through-rates compare? @mobilemonkey_ @larrykim #UtahDMC
  34. 34. +3x read rates & +10x click rates = 60x More Engagement! VS. @mobilemonkey_ @larrykim #UtahDMC
  35. 35. 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! @mobilemonkey_ @larrykim #UtahDMC
  36. 36. #learningWithI Part 2: Facebook Messenger Chatbot Marketing Building Blocks & Structure @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  37. 37. 1. This is an Automated Chatbot (not a live person) 2. This Chat is Taking Place via Facebook Messenger. @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  38. 38. Most People Just Use a Visual Chatbot Builder Like MobileMonkey! @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  39. 39. Static vs Dynamic Chat Content vs @mobilemonkey_ @larrykim #UtahDMC
  40. 40. Basic Chatbot Content Building Blocks @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  41. 41. Like a CMS, you Assemble “Widgets” into Chat “Pages” @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  42. 42. Combining a Image and Text Widget on a Page @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  43. 43. Static Image and text widgets, as viewed in Messenger But how to get *dynamic* User Input? (Like Preferred Webinar Time)? @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  44. 44. Multiple Choice Question Text Input Question @mobilemonkey_ @larrykim #UtahDMC
  45. 45. Asking Questions and Saving User Responses @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  46. 46. @mobilemonkey_ @buzzsumo By Asking Users Questions, You Can Segment Your Audience So That … @mobilemonkey_ @larrykim #UtahDMC
  47. 47. @mobilemonkey_ @buzzsumo You Can Send Them Down Different “Messenger Funnels” @mobilemonkey_ @larrykim #UtahDMC
  48. 48. You Can Also Define Custom Audiences Based on “Conversational Criteria”. Audience Preview @mobilemonkey_ @buzzsumo@mobilemonkey_ @larrykim #UtahDMC
  49. 49. @mobilemonkey_ @buzzsumo So You Can Chat-Blast Very Relevant Content or Drip Campaigns. @mobilemonkey_ @larrykim #UtahDMC (This Chat-Blast had an 85% Response Rate…)
  50. 50. @mobilemonkey_ @buzzsumo You Can Pre-Fill Email Addresses, Phone Numbers and Addresses @mobilemonkey_ @larrykim #UtahDMC
  51. 51. 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! @mobilemonkey_ @larrykim #UtahDMC
  52. 52. Chatbot Navigation: Two Types of Experiences Button-Based Navigation Natural Language Processing (or Artificial Intelligence) Vs. @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  53. 53. Add a few Keyword Triggers for your Chat Pages @mobilemonkey_ @larrykim #UtahDMC
  54. 54. The Chatbot AI analyzes the intent of the user request. Then Serves the Correct Page You’ve Previously Created @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  55. 55. Tip: Periodically Review All “Unanswered Questions” and either create new content or point those user queries to existing content! @mobilemonkey_ @larrykim #UtahDMC
  56. 56. You Can Jump In at Any Time in Your Facebook Page Inbox or Pages App @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  57. 57. #learningWithI Tips on How to Chat Blast Like a Master Blaster @mobilemonkey_ @larrykim #UtahDMC
  58. 58. Ask for Chat Permissions: Be Clear with the Opt-In! @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  59. 59. Always include unsubscribe instructions @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  60. 60. 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. @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  61. 61. Send Short Messages, then Make the User Engage! @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  62. 62. Front-Load Your Drip Campaigns! @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  63. 63. Segment Your Way to Higher Engagement Rates @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  64. 64. @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  65. 65. Facebook Requires That You Describe the “Purpose” of your Chat Blast as either Promotional or Non-Promotional @mobilemonkey_ @larrykim #UtahDMC
  66. 66. Facebook Says These are “Promotional” Messages “Promotional” vs. “Non-Promotional” Chat Blasts @mobilemonkey_ @larrykim #UtahDMC
  67. 67. To Send Non- Promotional Content, Apply For “Subscription Messaging” @mobilemonkey_ @larrykim #UtahDMC Tips: https://mobilemonkey.com/blog/2018/07/facebook- subscription-messaging @mobilemonkey_ @larrykim #UtahDMC
  68. 68. *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” @mobilemonkey_ @larrykim #UtahDMC
  69. 69. Tip: Send Non-Promotional Blasts to “Reincarnate” Sessions Send Non- Promotional Blast* Regardless of Which Button is Pressed, User is considered “Fresh” @mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
  70. 70. But What If I *Want* To Keep Sending This Promotional Content? @mobilemonkey_ @larrykim #UtahDMC
  71. 71. #learningWithI New “Sponsored Message” Ad Format in Facebook Messenger @mobilemonkey_ @larrykim #UtahDMC
  72. 72. (How to get FB messenger subscribers!) @mobilemonkey_ @larrykim #UtahDMC
  73. 73. #learningWithI 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 @mobilemonkey_ @larrykim #UtahDMC
  74. 74. #learningWithI 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: @mobilemonkey_ @larrykim #UtahDMC
  75. 75. #learningWithI I’m Adding 1-3k New Messenger Contacts/Month! How? @mobilemonkey_ @larrykim #UtahDMC
  76. 76. #learningWithI Just Waiting for People To Message Your Page Will Take Forever… @mobilemonkey_ @larrykim #UtahDMC
  77. 77. #learningWithI Attach Auto-Responders To Your Facebook Posts (Respond to People Who Comment) TRY: bit.ly/fb-post-guard @mobilemonkey_ @larrykim #UtahDMC
  78. 78. #learningWithI Add “Comment Guards” & Boost Your Most Engaging Posts
  79. 79. #learningWithI Ask Questions and Give the Answer via Messaging!
  80. 80. #learningWithI 1. Choose Content To Send to Users 2. Specify Frequency Cap 3. Choosee Which Post To Apply To (Or ALL) @mobilemonkey_ @larrykim #UtahDMC Setting Up a Comment Guard
  81. 81. #learningWithI “Send To Messenger Button” To Replace Landing Page Forms @mobilemonkey_ @larrykim #UtahDMC
  82. 82. #learningWithI Landing Pages vs. Send to Messenger Button vs. @mobilemonkey_ @larrykim #UtahDMC
  83. 83. #learningWithI How? Just Copy and Paste This Code Into Your Landing Page @mobilemonkey_ @larrykim #UtahDMC
  84. 84. #learningWithI Anyone Who Engages With Your FB Website Chat is Added to Your Messenger Contact List @mobilemonkey_ @larrykim #UtahDMC
  85. 85. #learningWithI Adding a FB Messenger “Opt-in” Button to All Website Contact Forms Will Increase Opt-Ins
  86. 86. #learningWithI Instead of just collecting email subscribers, get Messenger Subscribers Webinar Sign Up Page! @mobilemonkey_ @larrykim #UtahDMC
  87. 87. #learningWithI Link to Your Bot (Via Email or Web Pages) TRY: bit.ly/fb-blaster @mobilemonkey_ @larrykim #UtahDMC
  88. 88. #learningWithI@mobilemonkey_ @larrykim #UtahDMC I Quit Facebook Ads Last Year Because Costs Were Insane!
  89. 89. #learningWithI “Send to Messenger” Facebook Ads = 100% Conversion Rate* @mobilemonkey_ @larrykim #UtahDMC
  90. 90. #learningWithI But Now I Use ”Send To Messenger” Ads, Which Capture Everyone’s Contact Info. @mobilemonkey_ @larrykim #UtahDMC
  91. 91. #learningWithI@mobilemonkey_ @larrykim #UtahDMC Today We’re Getting Messenger Contacts for $3-$5 (Despite +100 CPM)
  92. 92. #learningWithI Summary: My Top 5 Chatbot Marketing Hacks @mobilemonkey_ @larrykim #UtahDMC
  93. 93. #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 @mobilemonkey_ @larrykim #UtahDMC
  94. 94. #learningWithI Now Entering Unicorn-Land! “Be a Unicorn in a Sea of Donkeys” THANK YOU UTAH DMC! -> Try this: bit.ly/fb-blaster @mobilemonkey_ @larrykim #UtahDMC

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