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.
TAM AdEx 2023 Cross Media Advertising Recap - Auto Sector
10 Facebook Messenger & Chatbot Marketing Hacks of All Time: Larry Kim #UtahDMC 2018
1. #learningWithI
+ Everything You Ever Needed
to Know About Facebook
Messenger Marketing
Larry Kim, MobileMonkey
Aug 24, 2018
@mobilemonkey_ @larrykim #UtahDMC
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
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
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. Messaging = Preferred Mode of
Communication for an Entire Generation
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
18. #learningWithI
Many People Associate Chatbots with
Virtual Assistants” or “Voice Search”
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
21. I Think of Messaging as “The Next Email”!
Quick Surveys!
Registrations &
Reminders!
Segmentation & Drip
Campaigns!
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
22. #learningWithI
Holy Grail of Facebook Messenger Marketing &
Growth Hack of The Next 5 Years = Chat Blasting!
@mobilemonkey_ @larrykim #UtahDMC
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. #learningWithI
With Chatbot Tools, You
Can Import Your FB Inbox
and Blast Everyone Who
Messaged Your FB Page.
HOW?
@mobilemonkey_ @larrykim #UtahDMC
28. First Create Some Content
To Chat-Blast To Your
Messenger Contact List
@mobilemonkey_ @larrykim #UtahDMC
29. You Can Schedule Your
Chat Blasts
Next You Must Specify
An Audience to Chat-
Blast (a List of Contacts)
@mobilemonkey_ @larrykim #UtahDMC
30. #learningWithI
Then Chat-Blast Your Desired
Content to Your Chosen Audience!
(Kinda like Email Marketing…)
@mobilemonkey_ @larrykim #UtahDMC
32. Example: I Blasted Neil
Patel a Blog Post w/
My Bot
And He
Read It!
@mobilemonkey_ @larrykim #UtahDMC
33. Is This Spam? Email vs. Chat Blasting
How do open and click-through-rates compare?
@mobilemonkey_ @larrykim #UtahDMC
34. +3x read rates & +10x click rates =
60x More Engagement!
VS.
@mobilemonkey_ @larrykim #UtahDMC
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
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. Most People Just Use
a Visual Chatbot
Builder Like
MobileMonkey!
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
41. Like a CMS, you
Assemble
“Widgets” into
Chat “Pages”
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
42. Combining a
Image and Text
Widget on a
Page
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
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
48. You Can Also Define
Custom Audiences Based
on “Conversational
Criteria”.
Audience Preview
@mobilemonkey_ @buzzsumo@mobilemonkey_ @larrykim #UtahDMC
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…)
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. Chatbot Navigation: Two Types of Experiences
Button-Based Navigation
Natural Language
Processing (or Artificial
Intelligence)
Vs.
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
53. Add a few Keyword
Triggers for your
Chat Pages
@mobilemonkey_ @larrykim #UtahDMC
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. Tip: Periodically Review All
“Unanswered Questions”
and either create new
content or point those user
queries to existing content!
@mobilemonkey_ @larrykim #UtahDMC
56. You Can Jump In at
Any Time in Your
Facebook Page
Inbox or Pages App
@mobilemonkey_ @larrykim #UtahDMC@mobilemonkey_ @larrykim #UtahDMC
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
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. *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. 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. But What If I *Want*
To Keep Sending
This Promotional
Content?
@mobilemonkey_ @larrykim #UtahDMC
72. (How to get FB messenger subscribers!)
@mobilemonkey_ @larrykim #UtahDMC
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. #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
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