Likability - Your Secret Weapon to Successful Bot Marketing
Isaac Rudansky
Lesson Info
18. Likability - Your Secret Weapon to Successful Bot Marketing
Lessons
Welcome to Facebook Messenger Chatbot Masterclass
08:17 2What is Messenger Marketing
09:07 3Advantages to Using Facebook Messenger Marketing
14:17 4How is Chatbot Marketing Different Than Other Marketing Channels
07:08 5Who Can Use Messenger Bots to Their Advantage
04:43 6Quiz - Chapter 1
Ecommerce Chatbot Strategies
09:59 8Webinar - Event Registrations Using Chatbots
04:13 9Lead-gen Chatbot Strategies
09:10 10Using Chatbots to Promote Educational Resources
09:42 11Using Chatbots to Stay in Touch With Your Customers
07:45 12Calculating LTV and CAC to Formulate Incentive Plans
11:06 13Ideas for Incentive Structures to Promote Through Facebook Chatbots
08:31 14Quiz - Chapter 2
15Commitment and Consistency in Chatbot Design
14:55 16Increasing Customer Value With Reciprocity
14:25 17Using Social Proof to Build Trust and Identity
11:41 18Likability - Your Secret Weapon to Successful Bot Marketing
11:07 19Using Scarcity to Drive Your Customers to Convert Faster
08:42 20Understanding the Fogg Behavior Model and How to Use It to Your Advantage
15:53 21Quiz - Chapter 3
22What is Mobile Monkey
04:12 23Creating a Mobile Monkey Account and Connecting Your Facebook Page
05:41 24Viewing Active Bots and Adding Users
02:42 25Create Your First Chatbot
03:22 26Quiz - Chapter 4
27Widgets, Page Flow and Organization
08:20 28Understanding Q&A and What They're Used For
02:07 29Adding Q&A Items
05:45 30Understanding Unanswered Questions
03:56 31Configuring and Editing Bot Builder Settings
03:31 32All About the Text Widget
06:45 33All About the Image Widget
00:55 34All About the Form Widget
09:47 35All About the Quick Question Widget
07:21 36All About the GIF Widget
02:40 37All About the Attachment Widget
02:07 38All About the Attribute Widget
01:30 39All About the Connection Widget
03:10 40All About the Email Widget
03:06 41All About the Gallery Widget
06:02 42All About the List Widget
02:32 43All About the Navigate Widget
03:03 44All About the Typing Widget
03:03 45All About the Video Widget
02:37 46Quiz - Chapter 5
47What's a Chat Blast Anyway
03:14 48A Few Useful Chat Blaster Use Cases
05:32 49Chat Blasting Vs. Drip Campaigns
05:46 50Planning Four Chat Blast Ideas - Part 1
10:11 51Planning Four Chat Blast Ideas - Part 2
12:08 52Organizing Our Chat Blast Pages in the Mobile Monkey Page Builder
04:48 53Building Our Coupon Chat Blast
10:47 54Testing Our Chat Blast Before Blasting
04:43 55Launching Our First Chat Blast- Naming, Audience, Page and Purpose
08:30 56Building a Chat Blast to Drive Phone Calls
13:55 57Building Our New Product Line Chat Blast
15:44 58Building Our Competitive Advantage - Awareness Chat Blast
18:42 59Analyzing Chat Blast Results
01:47 60Why Are Lead Magnets Important
05:05 61Installing Your Chat Widget on a WordPress Site
06:05 62Installing Your Chat Widget on a Shopify Site
01:17 6358: Installing Your Chat Widget Through Google Tag Manager
04:53 64Link to Messenger and Adding It to Emails and Blogs
09:29 65Adding the Checkbox Plugin to Your Web Forms
03:10 66How to Use Facebook Comment Guards
16:33 67Creating Facebook Messenger Landing Pages
13:09 68Quiz - Chapter 7
69What Are Facebook Messenger Ads
05:31 70Messenger Ads Best Practices and Sample Strategies
12:14 71Creating a New Messenger Ad Campaign in Facebook
08:35 72Designing a Messenger Ad
13:26 73Completing Messenger Campaign Creation in Facebook Ads Manager
06:37 74Drafting Our Mobile Monkey Messaging Campaign Blueprint
06:30 75Creating and Naming All Our Pages in Mobile Monkey
03:32 76Building Our Messenger Landing Page in Mobile Monkey
04:21 77Finishing All the Other Facebook Messenger Bot Pages
13:54 78Duplicating Your Ad Groups to Try Different Targeting Settings
07:45 79Setting Up Mobile Monkey Q&A and Other Loose Ends
06:28 80Quiz - Chapter 8
81What Are Audiences in Mobile Monkey
07:54 82Creating an All Contacts and Gender Based Audience
04:12 83Timezone and Last Active Based Audiences in Mobile Monkey
06:33 84Creating an Audience Based on a Custom Variable
06:26 85What Are Drip Campaigns and Drip Campaign Best Practices
06:53 86Practical and Useful Drip Campaign Ideas
06:43 87Building and Reviewing Our Drip Pages in Mobile Monkey (10.3)
07:53 88Creating and Launching Our First Mobile Monkey Drip Campaign
08:39 89RSS Feed Step by Step and Best Practices (11.1)
09:56 90Quiz - Chapter 11
91What Are Connections and When Would You Use Them
02:49 92Creating a Connection to Google Sheets (12.2)
14:18 93Creating a Connection to Gotowebinar
09:37 94Send New Leads to Your CRM - Hubspot
07:26 95Send an SMS to Your Sales Team When a Contact Requests a Callback
09:59 96Quiz - Chapter 12
97Contacts - Searching, Exporting and Deleting
02:32 98Audiences in Mobile Monkey
02:04 99Forms - What They Are and How to Use Them
01:42 100Bot Analytics - How to Find Useful Information Using Mobile Monkey Analytics
02:45 101What You Need to Know About Staying Compliant With Facebook (14.1)
04:10 102Getting Approved for Subscription Messaging (14.2)
08:43 103Thank You, Getting Help, Final Thoughts
04:16 104Final Quiz
Lesson Info
Likability - Your Secret Weapon to Successful Bot Marketing
howdy chatbot fans and welcome back And this lecture will be continuing on talking about principles of persuasion, ineffective chat design. And we're going to talk about likability, which is what I call your secret weapon in every single bot message you send. And the principal is really straightforward. It's really simple, right? We prefer to say yes to requests from people we know and like um this is something which is just true in all um aspects of human interaction, especially when we decide which brands to buy from. We often buy from brands that we like the way their website looks. We like the production quality of their videos, all different sorts of subtle, irrational cues help us figure out where to buy from now, since we don't know or are users don't know our chat bot, right? Not a person even if it was a live chat representative, they're not gonna know us personally, we're not going to really be friends. We need to at least make them likable. Okay, so there's a bunch of differ...
ent things that you could do when you're building your chatbots and you're thinking about how to actually craft your messages to make these chatbots likable and just going back this is why these chapters in my mind are so important because you're gonna learn all the technical steps in building chatbots and all the different features and all the different widgets and what's the difference between an rss blast and a chat blast and a drip campaign and to click to messenger link, but none of that stuff is important if you can't write in a way that appeals to other humans in a way that's likable in a way that gives a sense of urgency and it gives a sense of um, and develops that feeling of reciprocity and commitment. Those are things that we spoke about previously, which is why these things are really important and it's really worth thinking about. So humor, humor is a trait that people tend to like. So don't be afraid to make your chatbots funny. It's in fact, you should be afraid to make your chatbots boring and not funny or unfunny. Um, we've seen chatbots that are humorous that have sort of tongue in cheek, just doesn't have to be like, you don't have to be a professional comedian. I'm certainly not a professional comedian. Um, but there's a certain element of, of looseness and natural language and authenticity and humor that comes across in a very likable way when you're building your chatbots, um, give your chatbots good taste. Okay, this is interesting people like people with good taste. So you could send cool gifts. Um, tasteful images and videos from around the web. Again, this is going back to one of the previous points of using instagram posts or other social media posts that have been successful or just interesting images that could spark a conversation that shows that you have good taste that you are aesthetically refined to things like that. Those are things that will make your chatbot more likable people like people that are authentic, Right? So it's okay to be genuine, discuss things that you don't like them, you can complain about things. Ask your users about their frustrations and their fears. That's a really important um and a really good technique and good advice when it comes to building your chatbots and this applies to all different messages, you could be sending out a drip campaign or specific chat blast or you could be running click to messenger adds these elements should be used in each area of the of communication, be open with users and ask users to be open with you. Another interesting technique is to ask questions that will give your bot an opportunity to complement a user. Alright, we'll talk about a couple ideas for that in the in the next slide people are more willing to comply and engage with people who have similar interests in backgrounds as them and this is very similar to what we just spoke about with regards to social proof and tribal identity. If you remember that a big part of social proof is looking to like people to see what is good and what is appropriate. This is a very similar concept and likability if you could convey that we are similar and we have similar interests and similar backgrounds and desires that will create a sense of likability, a sense of ease and a greater desire to buy from you as opposed to an unknown competitor that hasn't done as good of a job as you're going to do with getting people to like your brand through better bot marketing. So let's take a look at likeability and body design. I have a um a little bit of a chat bot over here that you can take a look at the picture, but in a couple of minutes we're going to actually just go through, I'll show you the back end of that boat again. So here's a couple examples. E commerce brands can send cool images and videos from around the web and engage users in a conversation about the subject of that video or photo successful brands understand that you don't have to have a picture or a video or a topic of conversation that's directly related to your products or services and that's why they're successful because they understand that if I can engage you in something interesting, even if it's a little bit off topic, it creates that sense of likability and that sense of engagement and that's very important. That's really powerful. Um, a client of ours, which is a company that makes stand up desks, desk risers. Um they might send out a chatbots or chat blast or drip campaign complaining about back problems that they're experiencing in their office, right. This is really interesting stuff. It's unique and sort of like, I don't, I think the chatbots are really the only venue and channel that something like this could really work. They can complain about their back problems and they can engage users to talk about their own back problems and their own um, health issues related to sitting in an office cubicle all day and sort of just open up that conversation which is so authentic and so natural and it really works to drive engagement. And again, it's the point is not to get a sale from every given chat. The point is to keep people engaged with your brand. As we've spoken about funny gifs, emojis work incredibly well and any type of emoji, there's not a specific set of emojis that worked better than others. All emojis worked increased conversion rate and increase engagement rate. And we have done these tests um, specifically, and we have found these results to be true across a variety of industries and verticals. If you're advertising a local business and this is really huge engage in conversation about the user's hometown. So for a negotiating seminar that we're advertising in buffalo new york and we're only advertising to people who are in buffalo new york, there's a, there's a huge amount of information that we could talk to with the user that's relevant to them in their hometown. Um, and just showing that we've taken, even if the user knows it's a bot. The user also knows that the brand designed the body, right? So just showing that the, that the brand has, has has the sense and has the awareness to talk about something that the that is dear to the user will increase affinity towards your brand. It will increase, it will increase likeability will create that sense of likability with your brand. A client of ours that sells a parenting course for newborns uh talks about their pains and joys of newborns while establishing likability. So you know, here's a terrible story of our toddlers and of our some of our customer toddlers, how difficult they were been where the parents almost went nuts and threw the baby out the window. What is what is your worst story been? And they start typing and it's like you see these incredibly authentic interactions that are taking place even when the people who were interacting with know that it's a chat bot on the other side. And all these things serve to increase just this this like overall sort of esoteric and difficult to describe intangible sense of likability. Um liking Very, very powerful now in your own business. Think about different ways that you could establish likability in your own body design. Again, the same exercises we've done in the previous couple of lectures, write down 2-3 different techniques or strategies that you can implement in your own bot and how you would talk to increase that likability whether it means giving your body some humor, giving them good taste. Um sending out tasteful videos or images opening up to them in a personal way, asking them to open up to you in a personal way, sharing some like sharing some similar, similar background like hometown or tastes or interests think of some different ways and you'll see once once you start taking pen and paper and actually trying to put down in writing different ideas that you would have for making these chatbots likable, you'll see that you'll start getting some really really great ideas. Now let's quickly jump into the back end of mobile monkey again and take a quick look at this little chat about that. I put together to that illustrates likability. So here we are in the back end of mobile monkey again and we're gonna quickly test this page and open messenger and again we're gonna do this on a desktop computer and you're seeing above here is the old thread from the same test but over here it says hey Isaac, what's your favorite horror movie now? This is an example bought for a client of ours that runs one of the biggest independent streaming services for indie movies and horror films. So we're trying to get people to sign up for a free trial for um the streaming service. Okay, but are we just gonna blast out to thousands of people. Sign up for a free trial? No, we're gonna talk to them like real people, we're gonna use psychological principals to increase engagement rate and that's what makes these bots so incredibly successful. So hey Isaac, what's your favorite horror movie? The shining 14 08, The ring friday the 13th, Let's say I choose 1408. Okay, no way. And then it's typing like, like, you know, like this is very humanistic, right? That's also my favorite horror movie John Cusack was fantastic in 1408. No, I think it's one of my favorite Stephen King adaptations, We're usually able to offer new customers a seven day free trial to our streaming service. But since we're both Stephen King fans, I'm able to extend the trial to 30 days if you sign up today, no credit card required. What do you say? And again, getting me to take a stand. What do I say about that offer? Right. That goes back to which principle commitment and consistency. And I'm gonna click that's great. That's the only option. That's fantastic. Isaac Here's a link to your extended free trial, 30 day free trial and click the link. Go to the website. Right? So that is likability and action. We've established a connection with both team and King fans. My favorite movie, your favorite movie, I'm gonna use that to offer you a free trial. That's extended, makes it increases that sense of satisfaction that you're getting a better deal than other people because we have this sort of, You know thing going on with the two of us that we both like Stephen King 1408 was our favorite movie um when you could apply things like this to your business, uh it's very, very powerful. So think of a couple of ideas that you could implement with regards to likeability and how you might even combine that with some other principles of persuasion, that persuasion that we've that we've spoken about until now and you'll you'll start having some ideas for chat bots that are going to be enormously enormously successful in the very next lecture, we're gonna talk about the last principle and what I would say is the most commonly used principle. It could also be very misused, but when used is very, very, very potent and very, very powerful. And that's the principle of scarcity. So, stick around, stay tuned. And I will see you guys in a couple of minutes in the very next lecture.