The 3 most important learnings from the SuperBot Conference 2017 in San Francisco
Lead generation, monetization, engagement and analysis as well as best practice were discussed diligently at the SuperBot Conference in San Francisco. We were there and summarized the most important learnings here. Before that, a quick reference to the Articles by Arte Merrit (CEO of dashbot.io), who provides exciting insights into the messages that were analyzed by dashbot. For example, which types of messages and photos were most frequently sent by users to bots.
1. User acquisiton/lead generation
One question that comes up again and again is about users. Acquiring new users is not easy but necessary for the chatbot to grow. In the first panel of the conference with Dmitry Dumik (Chatfuel), Stefan Behren (Gyant), Stefan Kojouharov (Chatbots Life), Linda Lee (Facebook), Khari Johnson (VentureBeat) The conference was about exactly that: Growth.
The industry is currently heavily focused on Facebook and how bots can reach new users there.
- First step, provide viral features in the bot that encourage or reward the user to recommend the bot to friends. What is already important for apps and websites applies here too: the bot must offer significant added value. If the bot meets this requirement, it markets itself almost by itself.
- Influencer marketing is also relevant for bots. Target group-relevant influencers can have great leverage and help the bot get going. It is worthwhile to refrain from classic FB or Instagram posts and instead let the influencer make a video testing the bot, for example.
- Release your chatbot onto your bulletin board. Chatbots can now actively target users who have commented on something on a fan page's bulletin board. Based on specific intentions or words of the users, the chatbot can write to people and thus engage in a dialogue.
- In addition to a permanent share feature (see Step 1), users can also be motivated to share the bot with their friends through push notifications. Here, it is an advantage to tell users added value or to reward them for sharing. Such push messages should not be misused and the content of the message should suit the user. So it's best to segment the users beforehand (demographic/sentiment).
2. Monetization
In a later panel in which Peter Buchroithner (Swell), David Cohen (eBay), Lauren Kunze (Pandorabots), Mark Vasilyev (Fandango) and Ellen Huet (Bloomberg) was about monetizing your own chatbot.
- In order to sell products via chatbot, a certain amount of trust must first be built up. Unless it is an already trustworthy brand, as in the case of eBay. Other chatbots should be patient first, as users are currently still careful when using chatbots — especially during purchase and payment processes. In order to alleviate skepticism, a chatbot must prove that it offers the user added value and is also trustworthy.
- Context-based push messages are very important. Chatbots get to know individual users better and better over time, which means that push messages can be tailored more specifically to users or user groups. Demographic characteristics and user interests are good factors for effective push messages. If the bot knows that a user is female and has recently looked at products from a specific fashion brand, matching clothing can be sent as a message. For men, a message with these product recommendations would be irrelevant and would be more likely to block the bot — segmenting users is therefore extremely important.
- Why not ask for permission if the user would like a recommendation for products? It is advisable to first ask the user whether they would like to receive a recommendation for clothing. The user can thus ideally decide for themselves whether it is the right time. If the user agrees, the bot can continue to recommend products without disturbing the user. If the user says no, the bot would rather shut up and possibly increase trust in the bot because the bot is less intrusive.
3. Engagement & user experience
Greg Leuch (Poncho) explained in his presentation how Poncho manages to prevail over weather apps and websites every day. Storytelling is extremely important at Poncho and helps Poncho not have to hide its engagement rate. Greg explained that a complex CMS allows them to answer a large number of off-topic questions with Poncho. This increases engagement and significantly improves the user experience. This is also the advantage of Poncho over apps or websites. Poncho thus becomes more personal and a weather buddy. I recommend asking Poncho a bit?
conclusion
The conference showed that chatbots have potential and should not simply be ridiculed as toys. Brands can establish personal relationships with their users via chatbot and use them for a better user experience, brand awareness or even as another sales channel. It is important to deal carefully with your users and offer them added value that no other channel can provide — this is how chatbots inspire their users.
