Let The Chatbot Take Over - SMX Munich
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First Level Service Management, Acquisition, Customer Relations... chatbots are increasingly used whenever fast and scalable communication is required. More and more CTAs connect clients and potential clients with the automated text assistants to start the "conversation". So far, bad experiences with the bots were not uncommon, but much has changed. The Chatbot technologies are now so far advanced, that every online marketer should be aware of the possibilities, if not already using them. In this session, we will discuss which investments into chatbot technology makes sense, and why expectation management is key. We also cover how to set expectations and focus on the shift in channels – especially from email to messenger services. Learn how, given the right personality, your bot can be a representative of your company. Learn the limits of chat bot, as well, so you know where to draw the line and bring humans back into the conversation.
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Let The Chatbot Take Over - SMX Munich
- 1. Let the Chatbot Take Over David Pichsenmeister @pichsenmeister SMX Munich March 21, 2018
- 2. ~ 7.6 Bn
- 3. ~ 4.1 Bn
- 5. ~ 2.5 Bn
- 6. “Messaging is one of the few things that people do more than social networking.” Mark Zuckerberg, Founder of Facebook in 2014
- 9. Bot an autonomous program on a network Chatbot a bot that uses human language to communicate AI Assistant a chatbot that performs tasks or services for an individual Skill a capability that an AI assistant can learn Terms
- 10. Voice Platforms
- 13. Messengers Monthly Active Users (in Mio)
- 14. 70mio businesses on Facebook Facebook Messenger
- 15. Facebook Messenger 70mio businesses on Facebook 20mio use messaging
- 16. 20mio use messaging 200k bots on Messenger Facebook Messenger 70mio businesses on Facebook
- 24. Messaging as a Marketing Channel: No Longer “If” but “When” David Marcus, Head of Messenger
- 26. 77% click through rate Case Study: Casas Bahias
- 27. 77% click through rate 35% first time buyers Case Study: Casas Bahias
- 28. 50% higher order value 77% click through rate 35% first time buyers Case Study: Casas Bahias
- 30. 800k total reach Case Study: Christina Milian
- 31. 800k total reach 56% opening rate Case Study: Christina Milian
- 32. 800k total reach 56% opening rate 77% sales increase Case Study: Christina Milian
- 34. 48% of attendees used bot Case Study: ChatbotConf
- 35. 48% of attendees used bot 26% matchmaking activated Case Study: ChatbotConf
- 36. 48% of attendees used bot 26% matchmaking activated 2.5 avg. questions per user Case Study: ChatbotConf
- 37. Challenges
Editor's Notes
- Source: http://www.internetworldstats.com Global Internet Users Growth 10% YoY
- Source: http://www.internetworldstats.com 2 years > 10% YoY 700 mio in 2 years
- Credit: LukeW Design; Source: Gartner, Worldwide Device Shipments per Year by Device Type Smartphones growth slowing But laptop declining
- Source: http://www.internetworldstats.com More than mobile computing device -> creation of new ecosystem (mobile internet, always connected) Mobile computer we carry around, can connect devices to it Because of gamechanging device, communication channels are shifting Calling, email > messengers
- 2014 When whatsapp was acquired for 19bn, many people thought it was crazy But now 1.5bn no one doubts this decision Realized the opportunity of mobile messengers
- By now cumulated sum of 4bn users on messengers
- First in 2015 (telegram, line, kik) 2016 (skype, messenger, viber) What is a chatbot?
- Source: Chris Messina, The future of messaging and bots for business
- https://messenger.fb.com/blog https://www.statista.com/statistics/234038/telegram-messenger-mau-users/ https://expandedramblings.com/index.php/viber-stats/ https://expandedramblings.com/index.php/skype-statistics/ https://expandedramblings.com/index.php/line-statistics/ https://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
- Google’s speech recognition accuracy >95% in 2017 Same treshold as human accuracy >20% of search queries through voice Android Google Assistant 70% of queries natural language
- https://messenger.fb.com/blog https://www.statista.com/statistics/234038/telegram-messenger-mau-users/ https://expandedramblings.com/index.php/viber-stats/ https://expandedramblings.com/index.php/skype-statistics/ https://expandedramblings.com/index.php/line-statistics/ https://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
- ~30% of facebook business use messaging
- https://www.facebook.com/facebookmarketingpartners/videos/vb.588843811213557/1405786989519231/?type=2&theater 700% increase in deployed bots on Messenger in 1.5 years More businesses interested 80% of businesses want to have bots by 2020 (BI)
- Updates, notifications, newsletters
- With one click access user’s location
- These features open up opportunity to become Mobile marketing channels On mobile: apps (expensive), or websites Mobile web is dead, people don’t hang out in web Last time enjoyed visiting a mobile website? But in messengers -> rich platforms, open multiple times a day
- https://www.facebook.com/facebookmarketingpartners/videos/vb.588843811213557/1405786989519231/?type=2&theater Some companies successfully doing it
- One of brazilian largest retailers Black friday campaign on Messenger
- Reach new audience Spent more money CTR on offers send out
- Reach new audience Spent more money CTR on offers send out
- Compared to people from website Reach new audience Spent more money CTR on offers send out
- Bot where sends update List of FAQs, find out about her life Discover newest songs and videos Shop merchandise
- 800k reach (4.5mio fans on facebook, 17%)
- 800k reach (4.5mio fans on facebook, 17%) 56% opening rate on campaigns through bot 77% sales increase compared to website
- 800k reach (4.5mio fans on facebook, 17%) 56% opening rate on campaigns through bot 77% sales increase compared to website
- Replace apps at events Messenger -> already installed, lower entry barrier Schedule, speaker information, announcements, notification for talks, matchmaking, answer FAQs automatically
- Of all attendes
- Context + co-reference