Communicating with Customers through Messenger
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As the way we communicate with one another changes, one-to-one messaging is becoming the preferred way for brands to communicate with customers across generations.
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Communicating with Customers through Messenger
- 1. Conversations And Messenger Changing the Way Businesses Communicate for the better
- 2. Dylan Sellberg Product Manager - HubSpot About Me - Started First business at age 11 - Favorite social platform is Twitter @DylSell - Previously Implementation Specialist at HubSpot - A very average golfer
- 3. The Problem with Communication Today
- 4. Our buyers have changed. We haven’t
- 5. Our buyers have changed. We haven’t
- 6. Phone Cycle
- 7. Email Cycle
- 8. Don’t make your business process a customer problem
- 10. The way we communicate with one another has changed
- 11. One-to-one messaging is becoming a preferred way to communicate across generations.
- 12. 56% of people would rather message than call customer service.
- 13. ... we’re able to make more personal, empathetic connections with one another at scale, in real-time. And that is pretty cool
- 14. Businesses can’t keep up with these kinds of natural, fluid conversations at-scale.
- 15. Until now.
- 16. It’s time to start having more conversations
- 17. Conversations are: Bots Live Chat Messaging Apps
- 20. 3
- 21. 2.4 Billion Messages exchanged Messages exchanged between business and people each month on Facebook Messenger [2] 54.4% prefer messaging channels When it comes to communicating with a brand, 54.4% of US Social Media users said they preferred Messenger over email, phone, and online chat [3] 53% more likely to shop Of people who message businesses say they are more likely to shop with a business they can message [1] 67% plan to message more 67% of people surveyed through a Facebook-commissioned Nielsen survey say they plan to increase their messaging with businesses over the next 2 years [4] [1] Source: “Facebook Messaging Survey” by Nielsen | [2] Source: Facebook data April 2017 | [3] Messaging App Usage Worldwide: eMarketer’s Updated Forecast, Leaderboard and Behavioral Analysis, July 2017 | [4] Facebook Messaging Survey by Nielsen
- 22. Messaging Cycle
- 23. Why Now?
- 24. 4 Reasons Messenger is the perfect channel for Conversation Speed Familiarity Convenience The way we communicate with each other has always predated the way businesses communicate with us Messaging has emerged as the most convenient channel to communicate on Force Industry regulations and promotion by Facebook will inevitably force Messenger to become a behemoth Communication has always gravitated towards speed. As we become busier this will continue
- 25. Speed
- 26. Speed Communication has always gravitated towards speed. Letter in the mail Telegram Fax Machine Email Telegram Fax Machine Email Messenger
- 27. Familiarity
- 28. Connections businesses make with their audience mirrors ones that we have with our closest friends first.
- 29. Familiarity The way we communicate with each other has always predated the way businesses communicate with us ● We posted GIFs on social, businesses followed ● We used emojis, businesses began using emojis ● Familiarity makes learning new things easier!
- 30. Convenience
- 32. Convenience Messaging has emerged as the most convenient channel to communicate on ● The persistent thread of messaging keeps every member of the conversation looped in ● Stable across devices (desktop, phone, tablet) ● Where the user is ● It’s really just getting started, ability to make payments coming soon (closing the loop)
- 33. Force
- 34. Force Industry regulations and promotion by Facebook will inevitably force Messenger to become a behemoth ● GDPR (General Data Protection Regulation) ● CASL (Canadian Anti-Spam Legislation) + CAN-SPAM (Canadian Anti Spam) ● Gmail Promotions Tab ● Facebook organic reach decline Pushing Away From Other Channels ● Facebook Investment ● Crowd movement towards Messenger ● Emerging Platforms surrounding the Messenger ecosystem Pulling Towards Messenger
- 36. Support
- 37. Lead generation
- 38. Conversations are a natural way to collect information.
- 40. Strategy
- 41. Identify - Discovering gaps in customer communication. Ask your team + customers. Getting Started with Messaging Differentiate Optimize Innovate Emerge Open - Train your team. Invest in the channel. It can’t be done 50%. Promote - Draw attention to your enhanced customer experience There are so many different opportunities to use Messenger. How do you decide where to start? Open Promote Identify RefineRefine - This is a new channel. You’re not going to get first time right. If you do, double down!
- 42. Identify - Discovering gaps in customer communication. Ask your team + customers. Getting Started with Messaging Identify ● Where does your customer wait? ● Where do your communications miss their target? ● Where do you change channels?
- 43. Getting Started with Messaging Open - Train your team. Invest in the channel. It can’t be done 50%. ● Setting default Facebook Page CTA to Message Us. ● Ensure you have someone who can staff the channel ● Prompting visitors to message your page with the copy in your business description. Open
- 44. Getting Started with Messaging Promote - Draw attention to your enhanced customer experience ● Run “Send to Messenger” ads ● Install the Messenger on-site plugin (mildly technical) ● Comment on posts with your m.me link (m.me/businessname) Promote
- 45. Getting Started with Messaging Refine Refine - This is a new channel. You’re not going to get first time right. If you do, double down! ● Ask your customers what is working and what is not ● Solve for a different stage in the buyer’s journey ● Pull transcripts and analyze if the inquiry or goal was solved within Messenger ● If it works - level up with a bot…
- 46. We’re committed to bringing Messenger to HubSpot +
- 47. It’s time to start having conversations There are dozens of use- cases, find what is right for your customers It may “feel” early, but being a first mover always pays dividends It’s not about you it’s about your audience - Messenger may not be for everybody, but it’s your job to find out! Recapping
- 48. Questions?