Some inspirations onWHAT TO USE

CHATBOTS FOR…focusing on Facebook Messenger bots

Giving you some basic and generic business scenarios, based on my article:

Putting yourself into the shoes ofa retailer. This would work for other verticals too, I am sure you‘ll get the ideas.

http://bit.do/messengerbots

Generic business scenario #1: Auto-fill the shopping basket

originating in an earlier interaction,resulting in sales uplift

Rationale:Start the shopping naturally, not starting with the

shop front.The buying will follow as soon as you deliver what

the consumer wants.

Example on how driving online sales could work

FB Bot API

FB Messenger <Retailer> Recipe DB (copy)

Recipe API on top of a Recipe DB

1 21

<Retailer> e-shop2

1Consumer is looking for recipes – pulled out of a copy of <Retailer>‘s recipe DB withSKUs attached for every single recipe ingredient. All SKUs are in <Retailer>‘s inventory. Every recipe comeswith a unique recipe id.

2We offer the consumer to buy the ingredients for his desired meal right away online – and are able to resolve allitems for the shopping cart by utilizing the Recipe DB*, or to be more precise an API on top of it. This is done by calling an “inject” request to the Recipe DB API. The Recipe API will use a webhook that sits with the <Retailer> e-shop‘s end. The webhookcreates a basket with all the ingredient items, ready for check-out and payment.The consumer can then look for more recipes and add them consecutively into the basket, back to1

Will people finish the check-out and buy with just the ingredients for a couple of meals? Probably not but on the otherhand they already started shopping in this scenario and chances are they’ll add some more articles to make it worth it and eventually buy.

Generic business scenario #2: Extend your marketing reach

Rationale:Give the consumer a reason to chat with your bot –

and collect the opt-in for chatting with the consumer in the future!

Remember, FB Messenger chats can only be used for pushing messages if users pro-actively

messaged your bot.

Example on how to extend reach by generating new opt-ins for Messenger

1The keyword is known to the e-shop / the Promo Engine. It is a link between: loyalty id and unique consumer id,as far as the consumer is already subscribed as a Loyalty member.The exact reward is predetermined via the Promo Engine, so this keyword is at least personalized by segment, could be down to and individual level.

2In this example mentioning the keyword triggers the redemption of the reward, all orchestrated in the backend.Further flows, for Example subscribing Loyalty membership, can follow on the link posted/the landing page it leads to.Meanwhile, at the moment when the consumer types in the keyword we get some profile data* andmore importantly his opt-in to message him pro-actively via Messenger in the future. Key constraint here is thatthe user needs needs to keep interacting with your bot, will not receive messages if does not interact within acertain duration that might change in the future and is 24h at the moment.

Your secret keyword isOXYMORON. Try it with our

chat agent now!

1

Keyword Link DB

Promo Engine2

* {   "first_name": "Zorro",   "last_name": "Montana",   "profile_pic": "https://(…)”  "locale": "en_US",   "timezone": 2,   "gender": "male" }

Generic business scenario #3: Extend your marketing reach

Rationale:Let the consumers do the drum rolling on social media on your behalf. Obviously dearly requires

good incentives!

Example on how to run competitions for social drumroll

1Initiating a chat with the consumer: challenge to spread the word.

2In the background, we‘ll constantly crawl for updates and evaluate posted links. Every link contains the recipient ID (orany other shared id we know about and want to use). It is all consolidated in a dedicated database - and by the timewe detect that the challenge is fulfilled we trigger an event: pull in a valid voucher via the Promo Engine and make it ...

Crawl for posted links

Evaluate links

Consumer Link DB

1

2

Trigger events2

Promo Engine

3...available to the consumer by sending him a deep link to the e-shop, including the voucher coder retrieved.(NB: The reward does not have to have monetary value, you can experiment with things like access to special video contents on <Retailer>’s content platform.)

3

Generic business scenario #4: Get rid of Loyalty points in your books

Rationale:Loyalty currency can be worth real money and in

that caseturn out to be a financial burden if it keeps piling

up.

Example on how to run Messenger campaigns toliquidate loyalty points across channels

1Find out about the opted-in consumers with the biggest share of Loyaltycurrency, e.g. Airmiles or Lufthansa Miles or anything along those lines.Based on that, generate offers for that segment (or several segments) - withthe help of a Promo Engine. Personalization on segment or individual level.

2

Analyse consumers: target

the ones with plenty of idle

points

1

Promo Engine

3

Analytics Systems

Consumer Opt-In FBConsumer Opt-In

emailConsumer Opt-In

Pushconditional

Generate offer

12

(Other actions, orchestrated)

3

Make a decision on what channel to use to address the consumer, basedon preferences or simply based on available opt-ins. Why not get in touchvia Messenger, for example? An easy to use channel that feels natural.Prime a call 2 action with a clear incentive, like in this case via Messenger.

The link is connected with the Offer Engine/all systems needed forFinancial handling and management of vouchers. We assume here that theOffer Engine is all we really need from a Facebook Bot perspective.

Generic business scenario #5: Tie the consumer identity to an identity you

already know about(as soon as possible in the conversation).

Rationale:Make best use of the wealth of information you

possess andthe consumer experience a lot better in the

process.

Example on how to connect the consumer with other federated identities

1During the course of any given interaction with the consumer via FB Messenger,generate a viable offer to present to the consumer – in case the consumer has not yetlogged on with his retail store credentials/identified himself as a retail store customer.Experience tells that you will have to give out incentives to make that happen.

2

At any point of time of the Messenger conversation, start

an attempt to link to other identities

1

Promo Engine

3

Initiate Log-In

conditional

Incentivize logon1

23

Present generated offer to the consumer. The consumer now has a choice to follow that call 2 action and initiate the “login”. Implementation: Wait for the consumer to type ina literal like “login” or present an action button saying something like: “Log In”.

Once the logon against the <Retailer>’s IdP has succeeded you can return the UID of the consumer as used by the Retail Systemthe user logged on to and use that ID for all further interactions, like abandon cart reminders or personalised interaction.

We‘re not even done here.

http://bit.do/deluxebots

Check out this list ofawesome chatbots:

Facebook Messenger gets new features all the time.

http://bit.do/botanalytics

Like an integrateddashboard:

Are Facebook Messenger bots the answerto the galaxy, meaning of life and all the

rest?

http://bit.do/messengerbots

No. They are nothing buta new interesting channel:

(And that‘s something.)

Oh yeah, another thing. If you use Messenger as a communication channel then be clever about

it like NYT.Keep interacting – securing your bot‘s ability to reach andstay interesting.

(A chat should not be a monologue.)

Questions?

http://bit.do/FourtyTwo

Drop my chatbot I message and I‘ll look into it:

http://bit.do/FourtyTwo