It is estimated that 85% of customer-business relationships happen through technology. A huge part of these relationships take place on messaging apps, where businesses can not only provide lightning-fast customer service but also drive sales. A perfect storm of market forces is leading to the emergence of new consumer behaviors but also messenger marketing as the next big frontier for business growth. How can conversation deliver for you? In this webinar learn how to: - Plan the strategic role messaging will play - Create your messaging experience - Connect with your customers Watch On-Demand: https://www.falcon.io/webinars/conversation/

1. 5 Ways To Boost Your Business
Through Conversation
#FalconEd

2. #FalconEd
Zach Mastromatto
Strategic Partner Manager
Messenger-Facebook
Dino Kuckovic
Director of Community & Events
Falcon.io
@dinokuckovic @Zach Mastromatto
Your Presenters.

3. Intro & setting the scene
Business boosters I
Business boosters II
Q&A
Today’s Agenda.

4. (Housekeeping)
Rules Help Control the Fun!
- Monica Geller
Audio
Everyone is muted for best audio
quality.
Recording & Slides
Available on-demand and sent to
you in tomorrow’s FUP e-mail.
Questions
Q&A in real time and live at the
end of the webinar.
Chat
Communicate with others for the
duration of the webinar.
Social
Find us on all socials @FalconIO
and use #FalconEd to participate.
Survey
We would love to get your
feedback upon exiting the webinar.

5. Cast your vote on-screen.

6. CONVERSATION BOOSTERS
Part I.

7. Facebook IQ source: “Trends 2.0” by Crowd DNA (Facebook-commissioned study of 11,300 people across
AU, BR, CA, DE, FR, GB, ID, IN, KR, NG and US), Sep 2018. Unless otherwise specified, numbers are an
average across 11 markets.
people surveyed globally wish they
could communicate with more
businesses through messaging
of people across generations
said they prefer messaging
to a call or email

8. Facebook IQ source: Facebook adapter ES, FR, IT, March 2020.
Voice and video calling on Messenger
and WhatsApp have grown by

9. Source: V Facebook IQ source: "Motivations, Mindsets and Emotional Experiences In Messaging (vs feed)" by
Sentient Decision Science (Facebook-commissioned survey of 8,156 people in BR, GB, IN and the US). Jun
2018, 2/ Facebook IQ source: Facebook 2019 Holiday Study" by Ipsos Marketing
of people say messaging a business
makes them feel more personally
connected to a brand
say they feel more confident
messaging a business than calling
them over the phone
Supporting people
through a preferred
communication channel

10. Source: “Motivations, Mindsets and Emotional Experience in Messaging (vs. Feed)” by Sentient Decision Science (Facebook-commissioned survey of 8,156 people in BR, GB, IN and the US), June 2018
ACQUIRE
CUSTOMERS
DRIVE SALES
PROVIDE CARE
Are you open?
Do I need to make an
appointment?
Do you have one in blue? Will this fit me?
Where’s my order?
Do you sell accessories for
my purchase?

11. Why Messenger?

12. ACQUIRE
CUSTOMERS
DRIVE SALES DRIVE SALES PROVIDE CARE
Use the Facebook family of apps to drive discovery of
your messaging experience either through promoted
posts or organic traffic
Use Messenger as an effective channel for mid-to-
lower funnel business objectives
Use Messenger to support customers throughout the user journey

13. 1.3B users
Cross-platform,
cross device
Real identity
Easy to start and
re-engage
Persistent thread
Synchronous or
asynchronous
Optimized for mobile
Rich media
Facebook Pages and Ads
3rd party integrations via API
Best-in-class developer
platform

14. Acquire Customers

15. Messenger provides a seamless experience that helps
businesses generate, qualify and nurture leads at scale
On Facebook with
Ads that click to
Messenger
On your website Everywhere else

16. Ads that click to Messenger
send people from ads in
Messenger, Facebook and
Instagram into Messenger
conversations with your
business
Discover

17. Use the Messenger Stories
placement to increase the reach
of your Instagram Stories and
Facebook Stories campaigns
Discover

20. Once you’ve generated a lead, you can
export customer information into your
CRM or nurture the relationship
directly in Messenger
Export leads into your
CRM or continue the
conversation directly
in Messenger

21. Cardinal Logistics
The US-based transportation solutions provider
works directly with clients to optimize their supply
chains by developing and implementing customized
transportation solutions. Cardinal Trucking relies on
lead generation to recruit qualified drivers.
increase in qualified
leads with Messenger
lower cost per qualified
lead with Messenger
Source: Facebook Case Study, Jan 2020
Communicate

22. Start with qualifying questions
Integrate leads with your CRM
Clarify next steps
Continue the conversation directly in
Messenger
Use answer validation for phone, email
and custom questions
Acquire
Customers
Best Practices
Leverage Facebook ads targeting
Use icebreakers or Quick Replies to make
it easy for people to start a conversation

23. Drive Sales

24. Give customers the ability to connect with your business
throughout the consideration phase
Ads that click to
Messenger
On your websiteOn Facebook and
Instagram Shops

25. Just like when you’re in a physical
store and need to ask someone
for assistance, Messenger helps
you answer customer questions,
provide personal advice and
service and more

27. Track payments and record
events within Messenger using
Facebook tools or the
Messaging Events API

29. The luxury beauty brand ran its first end-to-end Facebook
conversational commerce campaign, which included a bot for
Messenger backed up by a full logistics and inventory management
system. The campaign achieved a 1.8X return on ad spend.
1.8Xreturn on ad
spend
22%growth in sales*
4Xincrease in new
conversations weekly*
Source: Facebook Case Study, November 2019
*Compared to non-campaign period
“This short campaign gave us the confidence that conversational commerce works also for
global branding. Creating an end-to-end ecosystem that includes a bot for Messenger has not
only resulted in more sales than we expected, it has also helped us create new conversations
with consumers, which is tremendously valuable for our customer acquisition plan.”
- Pierre-Oliver Guy, Chief Digital Officer, L’Oréal Vietnam

30. Be timely and set expectations for when
you’ll respond
Stay connected after the sale with order
updates and sponsored messages
Drive Sales
Best Practices
Let customers know you’re available
Test, learn and iterate

31. Provide Customer Care

32. to help move your customers
from consideration to action

38. TechStyle Fashion Group a fast-growing, membership-driven
ecommerce company wanted to find a way to decrease live-
agent customer service operational costs. Their Messenger
experience offered the ability for inquiries to be completely
handled within the automated flow, included natural language
processing (NLP) to identify customer intents and sent
automatic order status updates to reduce volume of inquiries
about customer orders.
60%of all inquiries resolved
in Messenger
95%customer satisfaction
Source: Facebook Case Study, Sept 2020
What Messenger offers
86%‘Where is My order’
WISMO containment

39. Respond quickly and set customers expectations on
response times
Automate simple inquiries (e.g. return policy, order status)
Provide an option to reach an agent for complex
inquiries or escalations
Optimize for Tap vs. Type
Adjust push parameters for valuable messages that don’t
require immediate action
Providing
Customer
Care
Best Practices

41. CONVERSATION BOOSTERS
Part II.

42. Build Conversations

43. Don’t underestimate the
foundation of it all…

44. LANGUAGE.

45. Messenger offers an abundance of technology that when
paired with marketer creativity and spirit is a great combo.
From the first click To a full-blown conversation

46. Every great relationship starts
with a great conversation.

48. It’s easy to make this mistake
but informal chat is by far more
effective.
Source: Chit Chat Agency, August 2020

50. A powerful tactic in your
marketing especially in 2020
and beyond.

51. Improve a frictionless experience for
customers by reducing barriers in their
customer journey.
Build
Conversations
Best Practices
Heighten engagement when speaking with,
not at target audience.
Increase sales and as a result shorter lead
to deal time.
Higher net promoter scores (NPS).
Help audiences find relevant content
through this streamlined experience.
Provide customers with entertainment,
assuming it fits with your brand.

52. Grow Your Brand

53. Being accessible reinforces
positive brand perception.
To satisfy the cravings of RuPaul fans around the world, VH1 and Logo created the appropriately named “Sissy That Bot” -
an incredibly in-depth Drag-O-Pedia filled with everything RuPaul related from the past 10 seasons of the show.

54. Sorry, not sorry but word of
mouth is still going strong.

55. There’s room for both quality
and quantity to increase your
contact lists.

56. Go after the shares and referrals to reach
friend of a friend territory.
Gather CRM data as you go building
personas and profiles.
Grow Your
Brand
Best Practices
Raise brand awareness by offering a
preferred customer experience.
Encourage lead nurturing through
Messenger activities.

58. Book a Falcon demo
now - May 31 and
get 2 months free if
you go with us.

59. #FalconEd
December 17 - How Marketers Navigated Social Media in 2020

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