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How chatbots can help in your marketing
By Murray Newlands

2.
Who am I ?
 20 Years in Marketing
 Founder, ChattyPeople.com
 Investor, Business Advisor, Speaker, Influencer
 Writer, Forbes.com & Entrepreneur.com
 Twitter – 1.5 m
 Instagram – 115k
 Facebook – 47k

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What are bots?

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Every business is going to have a bot. They are cheaper, faster and respond instantly and
they can interact with any number of clients simultaneously. If messaging apps become the main way
how people communicate, and every business needs a strategy to engage with people on messaging
apps, and bots are the only scalable way to do this, then every business will eventually have a bot.That
is simple math.

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Where are bots?

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Bots will be faster than websites or cell phone apps. It can take seconds, or even up to a minute, to load a website.
Bots load instantly. As long as two products are comparable in value, people will always use the one that loads
fastest. In this case, that would be the chat bot. Mobile apps need downloading. They take up valuable
memory your phone and they take time to download. Bots don’t need to be downloaded. You just send them a
message and you’re using it.
When we usually search for information we use Google, Bing etc. Let say that you want to search for job and you
google “jobs in finance in San Francisco ” in the search box. This will bring up, literally, about 24 MILLION results.

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An Internet search engine allows anyone to search for
practically anything. However, when we want to delve
deeper into a domain, this vessel has its limitations.
Google doesn’t really narrow things down for you. It’s
about giving you as many possibilities as possible, not
about zeroing in on what you really need.After you’ve
typed in those few words on Google, its job is done. It is
now up to you to sift through all those websites that Google
has brought up under your search. You’ll have to click on
every website and most likely have to do a few more
searches to start getting the information you were after in
the first place.

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What can bots do
Help conversation

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It takes a lot of time and energy to do in-depth web
searches. It is even more annoying if you have to
search for something that should technically not take
too much of your time, like when you are searching for
bakery near you, if you search in Google, then it brings
up some names (the top options are most likely to be
sponsored ads) and then about 930,000 other results
that you have to trawl through.

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Why bots?

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Chatbots, will change the in information searching. This
might potentially change how you search for information,
forever.
Instead of just listing hundreds of thousands of search
results, specialized chatbots in different domains do the
most of the work for you.
And what’s even more spectacular is that the chatbot, is
built not just to pass information, but to include task
execution. And to include task execution, will be the key to
the upcoming change.
A future where bots kill websites and mobile apps isn’t
certain, but I believe it is very likely.

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Facebook sees $$$$:
100K chatbots in one year

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Two types of bot
 AI bot
 Pre-scripted bot

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Scripted chatbots
 No Artificial Intelligence
 Trained to do one/few things
 Only as smart as it’s programmed to be
 Communicates in a structured manner

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NON Scripted chatbots
 Artificial Intelligence
 Learn over time
 BUT Facebook pulled whit.ai– not good enough

16.
Examples

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Examples

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Ecommerce

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What Ecommerce customer service failure looks like
 Can not find the product they are looking for
 Lack of information to make purchase
 Slow or no product tracking & updates
 Communication done entirely by slow, outdated email
 Checkout is too complicated, not streamlined
 Customer can not get help when needed
 Difficult to buy products (forms/carts/email signups)

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What Ecommerce customer service failure looks like
 Customers want answers now not later
 Customers hate customer support which is slow and unhelpful
 Customers want expert advice not a soft vague answer

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What Ecommerce customer service failure looks like
 Call center staff change jobs ever 9 months
 Call center staff hate repetitive questions
 Call center staff want to help but do not know the answers or have time

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Bots can help

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Bot solution:
 Always online
 Real time answers
 Instant messaging updates
 Immediate help then- transferred to real person who
has more time
 Help finding products
 Help with detailed answers
 In conversation purchase – buy from the bot

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Customer satisfaction
 65% of consumers feel good when they resolve a
customer service issue without a live person.
 70% prefer to use chatbots to interact with companies
for simple/moderate interactions.
 69% say they use a chatbot once a month.
 77% say that tech has significantly changed their
expectations of how a company should interact with
them.**

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Examples – Ebay Shopbot

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Examples – Order Status

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Examples – Real Experts

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What can bots do

29.
What can bots do

30.
What can bots do

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What can bots do

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Why do bots fail?
 Not fun or engaging
 ill-prepared for all questions, can’t improvise
 Not on brand
 Bot is replicating your website UI
 Difficult to get to a real person if needed

33.
Bot engagement
 Personalization
 Start with mobile
 Make interactions useful for customer &
you
 Always type first – 25% of users who
have to type first drop off
 Keep it fun – Emojis make sessions 85%
longer

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What to think about
 What is the user’s need?
 Content is the user experience?
 Use a tool or platform = easy to get
started/change
 Test and iterate
 Publish and promote
 Test and iterate

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How to think about chatbots
 Think about bots like another user, with
limitations
 Bots are similar to you an me in that they:
 Have profile photos and names
 Can be mentioned or DM’d
 Can post messages
 Can upload files
 Can be given personality – conversation
style

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Making a great bot
 Introduce the bot “Hi, I am [x] bot”
 Never leave the user unsure
 Account for typos
 Make “help” an easy option
 Make transferring to a human an easy
option

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Do’s and Don’ts
 Do keep it simple to start
 Do find problems
 Don’t think your bot won’t fail queries,
so plan for it
 Don’t think bots replace customer
service agents – they only enhance
 Do consider what your bot offers that
your site or app doesn’t.

38.
Where are your users?
 Which social networks are best for your
product? Your users?
 Facebook is rich
 Twitter is public
 BUT not just on social – on your website

39.
Win with personality

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Contact murray@chattypeople.com