Facebook Messenger recently surpassed 1.2 BILLION users and marketers are reporting astounding early results on the platform - including open rates 4 times greater than that of emails and a significant decrease in customer acquisition costs. Messenger can now be used for everything from news updates to booking appointments and even getting food delivered. Facebook Messenger Ads and chatbots are on every marketer’s radar but will they work for your business? And how do you even get started? In this session we’ll take you through everything you need to know about Facebook Messenger ads, including: • Performance statistics vs other digital marketing channels • A live demo on creating a Messenger ad and workflow from scratch • Communicating with messenger subscribers via broadcasts and workflows • Case studies and examples of effective messenger ads • Integrating messenger channels into your marketing mix

1. WHY YOU SIMPLY CAN’T IGNORE
CHATBOTS!
Tom Willis | tom@leadads.com.au

2. TO KICK THINGS OFF…
2
SCAN THIS ON YOUR
MESSENGER APP!

3. AGENDA
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• WHY CHATBOTS?
• CHATBOTS IN MARKETING
• MESSENGER ADS AND BOTS
• LIVE DEMO
• WORKFLOWS & AUTOMATION
• TOOLS & RESOURCES

4. ABOUT ME
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• 8+ YEARS EXPERIENCE IN DIGITAL
• B2B, B2C
• HIGH GROWTH, WEB-BASED
COMPANIES (2 ACQUISITIONS)
• CLIENT SIDE + CONSULTING
• I PRACTICE WHAT I PREACH

5. WHAT IS A CHATBOT?

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“MY PERSONAL CHALLENGE IS TO BUILD A SIMPLE AI TO
RUN MY HOME AND HELP ME WITH MY WORK.
YOU CAN KIND OF THINK OF IT LIKE JARVIS IN IRON MAN”
- MARK ZUCKERBERG, 2016

7. WHAT IS A CHAT BOT?
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A CHAT BOT IS A PROGRAM DESIGNED TO
BEHAVE LIKE A HUMAN THAT YOU CAN
INTERACT WITH, IN ORDER TO GET
INFORMATION OR GET THINGS DONE

8. WHAT IS A CHAT BOT?
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9. CHAT BOT USES: NEWS
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10. CHAT BOT USES: TRANSPORT
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11. CHAT BOT USES: RESERVATIONS
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12. CHAT BOT USES: RESERVATIONS
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13. CHAT BOT USES: TRANSFERRING MONEY!
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14. MY FAV CHATBOTS
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15. THE RISE OF CHATBOTS

16. THE RISE OF DEMAND
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17. …AND STARTUPS
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18. MESSAGING APPS HAVE SURPASSED SOCIAL NETWORKS!
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21. CHATBOTS AND MARKETING

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• MESSAGING APPS HAVE BECOME
THE PRIORITY FOR YOUNGER
GENERATIONS
• YOUNGER USERS SPEND 3.5
TIMES MORE OVERALL IN
MESSAGING APPS COMPARED TO
THOSE AGED 45+
EMAIL VS MESSENGER USAGE

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HOW ABOUT ENGAGEMENT RATES?

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HOW ABOUT ENGAGEMENT RATES?

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HOW ABOUT ENGAGEMENT RATES?

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SO, WHAT % OF COMPANIES ARE
USING CHATBOTS?
UNDER 5%  WHY?

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EARLY ADOPTERS
In 2003 people were unsure whether email would be
popular or not. Then came the early innovators or the
2.5% of people who seized the opportunity.

28. FACEBOOK MESSENGER AND MARKETING

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FACEBOOK MESSENGER ADS

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FACEBOOK MESSENGER GROWTH TOOL #1: ADS

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FACEBOOK MESSENGER GROWTH TOOL #1: ADS
FACEBOOK MESSENGER ADS ALLOW A
BUSINESS TO BEGIN A CONVERSATION WITH
A USER WHO CLICKS ON THEIR AD
BENEFITS INCLUDE:
• IMMEDIACY OF RESPONSES
• COST-EFFECTIVE (CHARGED ON CPC)
• POWERFUL RETARGETING CAPABILITIES

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FACEBOOK MESSENGER GROWTH TOOL #2: COMMENT BOT

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FACEBOOK MESSENGER GROWTH TOOL #3: WIDGETS

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TOOLS FOR GETTING STARTED

35. LIVE DEMO: BUILD A BOT WITH MANYCHAT

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WHY MANYCHAT?
• TEMPLATE-BASED MESSENGER BOT
PLATFORM
• EASY TO BUILD, FLEXIBLE SEQUENCES
• NO CODING REQUIRED
• GREAT DOCUMENTATION + TUTORIALS
• ZAPIER INTEGRATION
• COST-EFFECTIVE ($10 USD/MONTH)

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WHY MANYCHAT?
(LIVE DEMO)

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FLOW & SEQUENCE TIPS
• KEEP MESSAGES SHORT, CASUAL AND
ENGAGING!
• USE QUICK REPLIES WHERE POSSIBLE
• TRY TO LIMIT MESSAGES TO <3 WITHOUT
ENGAGEMENT REQUIREMENT
• RESPOND FAST TO MESSAGES OUTSIDE
OF THE FLOWS

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FLOW & SEQUENCE TIPS
• USE GIFS AND EMOJIS TO
MAXIMISE ENGAGEMENT!
• GREAT CASE STUDY:
HTTPS://BLOG.MANYCHAT.COM/
MANYCHAT-AESTHETIC-BY-
SCIENCE-SELLING-CASE-STUDY/

40. MESSENGER BOTS AND WORKFLOWS

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THE FACEBOOK FUNNEL

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THE BEST MARKETERS = MULTIPLE TOUCHPOINTS!

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ZAPIER & MANYCHAT EXAMPLES
• SEND USERS FROM MESSENGER TO YOUR EMAIL MARKETING
SOLUTION (E.G MAILCHIMP, HUBSPOT ETC)
• ADD MESSENGER USERS TO SPREADSHEETS
• CREATE NOTIFICATIONS FOR HIGH-QUALITY MESSENGER LEADS
• SEND DATE REMINDERS TO USERS
• RUN REAL-TIME CALCULATIONS (EXAMPLE HERE:
HTTPS://WWW.MESSENGER.COM/T/BIZNICK )

44. TOOLS AND RESOURCES

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RECOMMENDED CHATBOT TOOLS
• MANYCHAT (WWW.MANYCHAT.COM)
• CHATFUEL (WWW.CHATFUEL.COM)
• SEQUEL (WWW.ONSEQUEL.COM )
• BOTMAKERS (WWW.BOTMAKERS.NET)
• ZAPIER (WWW.ZAPIER.COM)
• CHECK PRODUCT HUNT FOR NEW BOTS!
(HTTPS://WWW.PRODUCTHUNT.COM/SEARCH?Q=CHATBOT )

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RECOMMENDED RESOURCES
• BOTACADEMY (WWW.BOTACADEMY.COM)
• LIFE BEYOND EMAIL: CHATBOT MARKETING (HTTPS://WWW.MATTHEWBARBY.COM/CHATBOT-MARKETING/ )
• HUBSPOT MESSENGER MARKETING TESTS (HTTPS://BLOG.HUBSPOT.COM/MARKETING/FACEBOOK-MESSENGER-MARKETING-
EXPERIMENTS )
• MANYCHAT & ZAPIER INTEGRATION (HTTPS://BLOG.MANYCHAT.COM/MANYCHAT-UPDATE-ZAPIER-INTEGRATION-GOES-PUBLIC/ )
• THE 12 BEST FACEBOOK MESSENGER ADS (SO FAR): HTTPS://ADESPRESSO.COM/BLOG/BEST-FACEBOOK-MESSENGER-ADS/
• JUST EAT CASE STUDY: HTTPS://WWW.MARKETINGWEEK.COM/2017/05/18/HOW-ADIDAS-JUST-EAT-AND-HTC-ARE-USING-CHATBOTS/

47. QUESTIONS? TOM@LEADADS.COM.AU