Chatbot 101: Trend Analysis and Marketing Play

"Let the guests talk to the robot, it's too impersonal!"
"It's just a gimmick, once you play it once, you won't play it again."
"I played it once, but it's very troublesome to flood the mailbox with private messages~"

Perhaps this is your impression of Chatbot, but what is interesting is that Chatbot is aiming to achieve more accurate customer interaction by combining content marketing, leading social marketing to become a topical trend. It seems to take us back to the retro romance of instant messaging and dating chat rooms in the 90s, expecting exclusive one-on-one conversations, texting pondering the tone and emoji to use, thinking about when to get a reply - now, With Chatbot, your friendship with a brand is a "reply now" relationship!

In addition to replying with text messages, the common Chatbots can also match pictures, Gifs, voices, and videos to make the conversation more lively. It can be as simple as setting a question-and-answer option for "conditional sentences" (if... please do...) , which can quickly filter requests during a guest's first visit, and can be complex enough to incorporate artificial intelligence technologies such as Amazon's voice assistant Alexa.

This article will analyze why Chatbot is worth using, what results it can bring, and give you an overview of different types of business application cases of Chatbot, and finally discuss the role of Chatbot in the existing marketing communication process, and provide some script design should pay attention to Questions and suggestions, I hope to help you!

Fans prefer to chat with you

First of all, we can compare Chatbot, with the same kind of e-newsletter that has the nature of reaching a private mailbox, both of which can promote sales conversion by designing attractive content and inline landing page links. But today, people's e-mail boxes are more crowded, and the audience is more and more wary of valuable content. Not only does the title have to stand out in the sea of letters, even if the well-designed layout successfully brings a few clicks, after entering the product page, There is almost no follow-up interaction with the original letter.

In contrast, Chatbot's private message replies are not inconsistent with the usual chat behavior, and can naturally interact with the brand chat through continuous clicks, and the conversion rate is also easier to greatly increase. Fans love chatting with you more than knowing you from a "catalog" of letters. However, this is not to say that e-reports marketing is no longer valuable. It is still important to experiment with different channels and touch points to achieve maximum results. Chatbot mainly has the following three advantages:

1. Designed directly for mobile device users, eliminating page optimization costs
2. Automated messaging and low implementation costs make the user experience journey more efficient
3. Realize closed-loop interaction in the Facebook ecosystem, reduce advertising costs, and keep remarketing lists

Four types of applications of Chatbot

Don't forget before reading down on what fun and innovative Chatbot apps are out there! Its most basic and most commonly used function is a customer service robot, which can answer the most frequently asked questions instantly, and is a daily basic skill before any marketing campaign. The premise to maximize the benefits of Chatbot is to prepare a series of questions that may be asked in advance, and to subdivide the needs of the response to correspond to specific answers (if not the options can be covered, at least a prompt will be transferred to a real person Reply, or suggestions, please write to the customer service mailbox).

So how to design the question and answer process (FAQs), so as not to miss the needs of users? In addition to sorting through past customer service experience, you can also find inspiration from the community or Google search page where fans often gather to understand the questions fans may want to ask the most. Responding to fans' questions quickly and accurately through Chatbot can also improve the brand's credibility and professional image.

ㄧ, Fun Psychology/Personality Quiz: Hahow Learning Trait Analysis, VOGUE Fashion Week Challenge <br class="smart">I guess the Chatbot that maybe almost most people have played is a form of psychology or personality test, because it catches people like "Labeling" one's own personality, "finding unique reasons for positioning", and distinguishing the psychology of others were also common in the past with community graphics. Hahow, an online course platform, used a chatbot to design a "learning trait analysis", comparing people who can collect life experiences and transform them into wisdom to brave men on an adventure, and encourages sharing of knowledge they are good at when they finally announce the test results. and skills, invite amateur lecturers to Hahow to teach.

VOGUE Taiwan is a design quiz to build momentum for Taipei Fashion Week, inviting everyone to challenge their fashion acumen. Each of the three options has matching pictures (such as brand symbols, lipstick matching), and finally will be awarded according to the score with personal photos. The student ID card is convenient for fans to directly repost and participate in the lottery. Those who have participated in this game will receive news of VOGUE Taiwan's latest offline activities, and even direct traffic to Line@ Collection Point. The script design is not difficult, but it can maximize the interactive benefits!

Both are combined with the "gamification" mechanism to encourage participants to participate in the brand theme with a playful attitude, because the audience is clearly locked, the theme is clear, and there is a design for self-display achievements after the game (marking the character image or level), Make the participants willing to take the initiative to share with friends, so as to achieve the effect of combining brand recognition and sharing conversion.

2. Performance Experience: Born Night Show

Chatbot can play an influential role in pre-conference publicity, on-site guidance, and post-conference word-of-mouth diffusion of the performance experience. For example, in order to emphasize the "on-site limited" talk show, Chatbot can reveal some live tidbits meme or "missed content". ”, can also be used as a reminder of the time of the show and the precautions for admission.

3. Personal Assistant: Exhibition Guide, Lecture Guide <br class="smart">Too lazy to rent an audio guide at the exhibition? With Chatbot's voice messages, you can listen to it on your mobile phone! I have been to the architectural solo exhibition of Zhongtai Art Museum before, just use the Chatbot to input the number to listen to the explanation recording for about 1 minute. The small disadvantage is that the mobile phone needs to be set to not sleep temporarily, otherwise the screen will be black and you will have to listen to it again. But using Chatbot to attract participants to easily listen to the tour and collect audience information is also very clever.

Justfont, which promotes the popularization of fonts, has also used Chatbot to send welcome or reminder messages in all aspects of the event in the series of lectures on "What to Eat with Fonts", and provide fans with reference handouts and invitations to fill out questionnaires. Because of the one-on-one cordial dialogue, it may be more Helps to improve the questionnaire response rate.

4. Listing Reminder: Green Vine Vitality New Product Notice
In order to shorten the distance between users and products, in addition to designing creative topic interactions and warming up for experiential event announcements, Chatbot can also be used as new product announcements with old customers and loyal fans, and at the same time to collect demand preferences for new products. Green Vine Vitality dismantles the troubled point of why the lips are easy to dry, connects the health answer to the pain point solved by the new product, and at the same time allows the audience to focus on the highlights of the new product through the question and answer, and designs thousands of people to participate in the unlocking of secret discounts. In the form of one-on-one dialogue, the discussion heats up in the prime time before the listing.

To summarize, what are the characteristics of a good Chatbot? I think it's appealing, can quickly respond to the most frequently asked questions or provide the best options. That is to say, the focus is not on fancy, complicated function options, but on how to reduce the cost of information search and decision-making for customers from the customer service experience.

At present, there are three main ways for Chatbot to introduce traffic: leave messages with keywords in posts, URLs embedded in web pages or e-newsletters, and click on advertisements (Message ads) that send private messages to fan pages. How to consider Chatbot’s sales process and daily inquiries? It is important to have the right touchpoints and follow-up mechanisms.

Finally, here are a few tips for dialogue design:

1. Design unique voices for brand characters and welcome messages that make fans feel exclusive.
2. Take advantage of Chatbot's high engagement rate to survey needs or fan preferences and get to know your fans better.
3. In addition to discounts and game incentives, try to promote their own Chatbot functions through different channels of the brand.