Chat bots are one of the hottest themes in IT-industry. This presentation explains how to use bots in marketing and advertising. Designed for Adsummit 2017, Kyiv.

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New marketing weapon

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New marketing weapon 2
Septa is a data-driven digital
agency. We help brands collect,
organize and use data to improve
their marketing performance.
5 years on the market
More than 50 projects
International experience
WHO
WE
ARE?

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New marketing weapon 3
LET’S ASK HIM.
WHAT IS
A CHATBOT?

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New marketing weapon 4
Add @septa.agency
on Facebook messenger.
Write your questions
and win a book!

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New marketing weapon 5
Why chatbots
became
so popular
in 2016-2017?

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New marketing weapon 6
People don’t like
to download new apps.
It’s the apps crisis.
And chatbots
are the solution

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New marketing weapon 7
• App loses 77% of its daily active users
within the first three days after the install,
and 90% within the first 30 days.
• 25% of installed apps are never used
• 26% of installed apps are abandoned after
the first use

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New marketing weapon
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New marketing weapon 9

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New marketing weapon 10
ELIZA –
mother of chatbots
ELIZA is an early natural language processing
computer program created from 1964 to 1966
at the MIT Artificial Intelligence Laboratory by
Joseph Weizenbaum.

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New marketing weapon
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Taya –
Microsoft
Twitter bot

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New marketing weapon 12
Over 100,000 bots
are available
in Facebook.
Over $140M has been invested in chatbots
since 2010, ~$85M invested in 2015/2016.

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New marketing weapon 13
Use cases
Hot Or Bot – dating bot
Poncho weather bot
Paralegal bot

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New marketing weapon 14
KEY FIELDS
FOR MODERN
CHAT BOTS
IN ADVERTISING
AND MARKETING

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New marketing weapon
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Chat bots as a core for you
brand activation
Chat bot as a media –
conversational advertising
Chat bot as a salesman –
conversational commerce
and support

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New marketing weapon 16
Chat bots as a core for you
brand activation
Global brands use chat bots for their promo
activations. It’s a great solution to engage users
with a brand.

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New marketing weapon 17
Chatbots as a core for you
brand activation
Global brands use chatbots for their promo
activations. It’s a great solution to engage users
with a brand.

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New marketing weapon
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Chatbots as a core for you
brand activation
Global brands use chatbots for their promo
activations. It’s a great solution to engage users
with a brand.

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New marketing weapon 19
Chat bots as a core for you
brand activation
• You can reach millennials.
• More opportunities than on social media
• New mechanics, that are more creative than
a traditional promo site

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New marketing weapon 20
Chat bot as a media –
conversational advertising
Messengers have bigger audience than social
networks. And they want to make money on it.
Advertisers want to reach this people.

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New marketing weapon 21
Facebook and Telegram
are already on it.
Ads in chat
bots is the
solution.

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New marketing weapon 22
What are the advantages?
This advertising is really visible.
Customers don’t miss it.

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New marketing weapon 23
Nobody wants to see spam
in messenger window.
Aggressive ads = lost users.

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New marketing weapon 24
Chat bot ads are potentially
the most contextual ads.
It already works like native ads in media.
Facebook works to automate it and send ads,
that are related to the context of conversation.

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New marketing weapon 25
MAIN PROBLEM
IS THE PRIVACY
AND
MESSENGER’S
POLICY.

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New marketing weapon 26
Ads in messengers:
Botrevenue
Botvertiser
Telega.in
Your project

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New marketing weapon 27
Chat bot as a salesman –
conversational commerce
Messenger + Nature Language Processing =
Conversational commerce

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New marketing weapon 28
Why experts say that
conversational commerce is cool?
To write what do you want to buy may be easier
than to use graphic interface
Customer’s don’t like to download new apps.
Everyone already has a messenger installed.

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New marketing weapon
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You can manage, create and
promote online non-
interface shops in China
right now.
Chat bots in WeChat are online stores, where
you can order products and make payments.

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New marketing weapon 30

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New marketing weapon 31
«If you can get ahold of
Facebook’s product
roadmap, it’s a giant
WeChat clone.»
William Bao Bean,
SOS Ventures and Chinaccelerator

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New marketing weapon 32
HOW TO CREATE
YOUR OWN
CHAT BOT?

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New marketing weapon
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1
2
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Scenario
(based on decision tree, for example)
Features and integrations
Development
Nature Language processing
Testing and release.

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New marketing weapon
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Platform
+ Cheap
+ Fast production
+ Allows you to test idea
- Limited options
- No integrations
- You don’t own your data
PLATFORM VS YOUR OWN CHAT BOT.
WHAT’S BETTER?
Own chat bot
+ Powerful
+ Exactly what you need
+ Integration with other services
- More time for production
- More expensive
- Could be more intelligence

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New marketing weapon 35
For advanced chat bots:
Microsoft bot framework
Wit.ai
POPULAR PLATFORMS:
Chatfuel
Manybot

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Thank you!
office@septa-agency.com
fb.com/dmytro.bilash
fb.com/dmytro.pleshakov