Michael Yang is the CEO of a San Francisco based start up called ManyChat. ManyChat is a very user-friendly platform that enables users to create ChatBots without any coding skills. In other words, what was once the domain of software engineers has been democratised and is now accessible to anyone.
What are ChatBots I hear you ask? ChatBots are automated pre-programmed, person to person discussions, which your business can have with your customers. These ChatBots are at the forefront of the way businesses are changing the way they engage with their customers towards a more personalised and conversational approach.
They also allow businesses to have that conversation where their customers are currently chatting with their friends, on well-known platforms such as Facebook Messenger or WhatsApp.
Michael Yang’s company started only 4 years ago and today has over 1 million accounts running on the platform from retail, e-commerce, gyms, beauty salons, restaurants and more. Bessemer Venture Partners ( the VC company behind Yelp, Shopify, Wix, Twillio, Linkedin and Pinterest to name a few) just invested 18 million dollars in Michael’s company citing “ManyChat is at the forefront of a major shift in how businesses market to customers” and that “It’s not a matter of ‘if’ but ‘when’ email lists and static forms get replaced with a more personalized and conversational approach to customer engagement”.
The last part of that citation delves into the world of email marketing. Businesses have been collecting email addresses in order to “nurture” prospects down the sales funnel to eventually bring them to the point of purchase. They have also been used to tackle abandoned shopping carts, customer surveys requests, and more. The big problem with email has always been about delivery.
The process of sending an email and it arriving where you want it to (in your prospects inbox and not the spam filter) and then having the user open the thing, read it and take an action is a long and torturous journey with fairly dismal results relatively speaking. There are so many issues to address such as your sender reputation, warming up your lists and of course the end users’ defensive posture to anything remotely looking like unsolicited mail. Email open rates run at around 6-18% and then click though rates .5%-2%. Not very high.
When you send a message to your ChatBot subscribers – the open rates are closer to 80% and click through rates closer to 30%. That folks is a BIG difference and it goes a long way to understanding why digital marketers are in a frenzy about Messenger Marketing.
When Facebook opened up the Facebook Messenger API – Michael seized the moment and integrated his bot building platform into it, allowing businesses to create chatbots and add them to their Facebook page by replacing the traditional messaging function. Facebook then rolled out some advertising products which allowed businesses to target Facebook community members and drive them into ChatBots converting them to subscribers along the way.
And it is a frictionless process. At no point is the user asked to fill out any form. Facebook already knows your name, surname, email address and probably your phone number. Simply asking a user to click on a prepopulated bubble to confirm his details is LOT more user friendly than asking them to type in their email address – which they are increasingly reluctant to do.
If you have got this far with only a slight amount of interest stirred, this would be the time to sit up and take notice.
Facebook owns Facebook Messenger, WhatsApp and Instagram. In April 2019, it announced its plans to start a process to combine the behind the scenes platform for these applications and in so doing opening the way to have a single gigantic application such as WeChat in China with it’s 1 billion “active” monthly users. Facebook Messenger currently has over 1.3 billion active users per month around the world.
PeppaWeb Marketing is one of the few ManyChat Certified Messenger Marketing Experts in the world today. A full list can be seen here: https://manychat.com/agency/listing/ – we are currently the ONLY certified expert in France.
We have developed ChatBots (or Messenger Automations as we like to call them) for restaurants, carpet suppliers, construction companies, photographers, insurance agents, property maintenance companies, estate agents and more.
We have developed a unique mobile wallet loyalty card integrated into Facebook Messenger where users can earn points and unlock rewards.
We have developed a promotions automation where businesses can advertise their promotions and users can download the promotions into their mobile wallet.
We have developed the first business directory integrated into Facebook Messenger where Facebook users can quickly search the directory for goods and services, and then be driven directly into the chosen businesses Messenger Automation, where they become that businesses subscriber and where they can engage automatically with them , 24/7 and day of the year.
If you have no Facebook Automation attached to your Facebook Business Page, we should talk.
After meeting with restaurant owners, managers and marketing staff, it has quickly become apparent to me there is a general lack of knowledge regarding the current use of artificial intelligence and how to leverage the power of social media to drive new client acquisition, retention and loyalty.
Why build loyalty?
Simply put, it costs more money in marketing to acquire a customer than to retain a customer.
I have observed a range of acquisition strategies such as offering 50% off your main course if you visit a restaurant at a certain time.
If you cannot convert people taking you up on your offer onto some sort of loyalty program, so that you can bring them back to your establishment, again and again and again – you need to reconsider your acquisition strategy.
Customer Loyalty programs maximise the Long-Term Value of each customer visiting your establishment.
If your average spend per head is €25 and your customer returns 4 times a year for the next 3 years, then your Average Life Time Value (for a 3-year period) is €300 per customer. Bringing in 100 new customers per month (25 per week) is the equivalent of adding € 30 000 per month to your above the line earnings over the next 3 years.
1. Typical Loyalty Programs
The typical program I come across when visiting restaurants today is passive.
It works like this:-
1. Visit restaurant,
2. Sign up for a loyalty card by giving up your name, birthday, mobile number, address, email address,
3. Download an App so that you don’t have to keep the card on you,
4. Earn rewards based on your consumption.
There are many restaurants who have adopted this kind of solution, so what are the pain points this solves for them?
The restaurant has a loyalty card (as opposed to not having one) and it has an App which let’s face it, once downloaded, has put your brand onto the phone of your customer. The customers can now earn rewards for their consumption.
Sounds like a simple straightforward solution right? So what are the issues with this system?
Here are a few:
• There is no engagement
How is your brand communicating with your loyalty members? A push notification, an sms, an email? These forms of communication are very old school, move only in one direction and do very little to engage with your members.
Using SMS, email and push notifications have got their own issues. SMS is renowned for using very direct messages such as this:-
Soldes: jusqu’à – 40% des demain dans tous nos points de vente et sur monsiteinternet.com. (Stop au 36105)
Sales: up to – 40% of tomorrow in all our outlets and on mywebsite.com. (Stop → 36105)
Email is slightly better, but the chances are your email will end up in your customers’ spam folder, or if delivered, never opened. Email delivery rates are 35% if you are lucky and open rates about 5%. To put that in perspective, if you are sending out 10 000 emails, only 500 are being, opened! Not very efficient.
App push notifications are a good solution for delivering notifications, but to do what? Tell people you are open? Engage with your App?
My last word on the typical loyalty programs I have come across must refer to the restaurant servers’ role. At no time, has any server proposed that I join their restaurant loyalty program or indeed explained how to do it. I have been left on my own to discover the program when paying at the till or by discovering an application form on my table placemat or otherwise at the table.
In terms of TripAdvisor, Facebook reviews, Google reviews, Yelp and more – I have never been prompted to leave a review anywhere by any establishment.
It would seem to me that restaurants are in denial that sites such as TripAdvisor or Facebook are THE FIRST PLACE PEOPLE GO before booking a place at your restaurant.
I would go further to suggest that you save your hard-earned money on a fancy new website and instead invest it by improving your reputation in the community.
New customers want to be reassured that if they visit your establishment, you generally have a good reputation, for them to warrant spending their time and money with you.
Putting out fires is great if you want to be a fireman – not so great if you want to be a restaurateur.
2. Social Loyalty Programs using AI
People who go to restaurants are able to find each other on review websites and social media and quickly form a social community that is extremely relevant to your business.
Your business is part of an online social community whether you like it or not, the question is what steps are you doing to leverage this, to acquire, retain and generate a loyal following?
First, we have to accept that there are some people who don’t use social media and are not the type of people who would leave reviews or indeed read up on reviews. But they are very much in the minority.
Today, more than ever, your customers are walking around with mini computers disguised as smartphones in their pockets, connected at broadband speeds permanently to the internet.
I can take my iPhone 8plus as an example which has all the computer capability that I need to record, edit and upload a flattering (or scathing) video review of your business to the internet, within a couple of minutes.
Go where your customers are hanging out
It is important to understand some stats first, especially after the recent announcement that Facebook is considering joining together the underlying platforms of Instagram, Facebook Messenger and WhatsApp within the next 24 months.
If that doesn’t mean anything to you, you really do need to sit up and take notice.
Facebook + Facebook Messenger + WhatsApp + Instagram = 1 platform with a range of products to access ALL their users.
Facebook has 2.27 billion monthly active users, Instagram 1 billion, WhatsApp 1.5 Billion and Messenger 1.3 billion → that’s 6.07 billion people who will be reachable on 1 platform.
To make this more relevant to you, send me an email to ask me how many people are on Facebook, Instagram or Messenger and located within 15km of your restaurant? You will be surprised.
Setting up an intelligent automation in social media to interact with your customers is quickly becoming commonplace and is benefiting business owners and customers alike.
Today, instead of visiting a website or calling a business, customers are “chatting” with businesses to access the information they require and to perform actions such as reserving a table or booking an appointment.
WeChat is a Chinese chat app and one of the biggest in the world. It allows its users to do multiple actions such as payments, chat, bookings, photos → you don’t have to look far to see in which direction Facebook is going. One mobile platform that allows you to do everything.
Most businesses have a Facebook page which allows you to send business enquiries on it using the Messenger platform.
And this is where PeppaWeb Marketing comes in.
The Facebook Messenger Platform
By replacing your default Facebook Messenger Enquiry function on your Facebook page with a Facebook Messenger Automation, you immediately open the doors to an entirely different relationship with your customers and you have opened the doors to your business 24/7/365.
Facebook Messenger allows you to reach any person who has a Facebook account, at scale, and engage with them individually.
“Hi Michael, I understand it is your birthday this week. Would you like a gift voucher to redeem at our restaurant to celebrate your birthday? “
Then deliver a graphic rich coupon in Messenger or by email to be redeemed with automatic reminders being sent on days prior to Michael’s birthday.
This is artificial intelligence. Leveraging data to interact at scale and to bring new customers into your business.
The PeppaWeb Acquisition, Loyalty and Reputation Management solution
At PeppaWeb Marketing we propose an automated marketing solution on the Facebook Messenger platform which is attached to your Facebook Page.
• We use the Facebook platform to find and acquire new customers and convert them into Facebook Messenger subscribers. Your subscribers with whom you can build a relationship and do recurring business.
• We use Mobile Wallet technology integrated into Facebook Messenger to deliver loyalty cards, set up and deliver bespoke offers which your business wishes to push to your loyalty card holders and reward members with points for their consumption.
• Reward existing loyalty club members for sharing offers and acquiring new members.
• We use the Aegis e-Reputation platform integrated into Facebook Messenger to acquire reviews automatically, broadcast good reviews and contain negative reviews.
Our solution has not been created by a web site designer, or a graphic designer, or a database developer – it has been created by digital marketers for digital marketers.
We use the full range of digital marketing tools to enhance and improve the returns for our clients such as:
Google Campaigns, Facebook Campaigns, Website development, Landing Pages, Click Funnels, Content strategy and more.
A typical setup cost for a complete Messenger Marketing Automation with the full feature pack loyalty system of Acquiring new customers, Converting and Retaining Members using a digital loyalty programs and a full e-reputation management following behind – ranges from €1000 – €2500 and takes about 10 days to deploy.
A small initial investment which is quickly recuperated by the return business it generates.
Monthly retainers to manage campaigns and offers are charged out on an hourly basis.
PeppaWeb Marketing is a digital marketing agency based in France and helps English and French-speaking businesses to grow their businesses using a range of digital marketing techniques and technologies.
Contact Martin Swanson on firstname.lastname@example.org or +33 6 71 93 38 77 for a confidential, no obligation chat about the next 12 months in your business.
Measuring the impact of your marketing campaigns is good for your business – and is essential. Whatever form of marketing you use, including social media posts, e-newsletters or other forms of communication, setting clear goals and targets is crucial. Why is it so important – and what simple steps could you follow to get positive results?
Assessing what works and what doesn’t is at the heart of any proper evaluation. Customers will respond differently according to the marketing channels you use and the messages you communicate; without clear goals and outcomes it is extremely difficult to determine whether a campaign has been successful or is giving you the return on investment (ROI).
So, understanding the customer behaviour that you are trying to influence is a first step; how they do their research, think or feel about a product or service, for example.
Once you understand this decide on what you are seeking to measure. Are you looking to raise awareness of a product? Alternatively are you attempting to increase engagement through social media….Boost traffic to your website…. Or get more followers onto your Instagram, Facebook or Twitter accounts? Each of these will require different metrics to assess whether or not you are hitting your target.
With the goals and outcomes established you can use a variety of different tools and databases to record the data, such as Google Analytics, Facebook Insights and others to monitor performance on an ongoing basis or for specific campaigns.
Measuring impact is not simply for research – it will improve your future marketing campaigns and result in more sales and better productivity. If you would like to find out more, please get in touch.
PeppaWeb Marketing is a Digital Marketing Agency based in the Dordogne. We help businesses to establish their digital presence and with ways to attract more traffic which we convert into contacts and sales. Contact us today for a free, no obligation chat about growing your business. Email: email@example.com Tel: +33 (0)5 53 07 30 46 (Socials – Facebook/Twitter)
Facebook is testing a new feature (EXPLORE) which puts a stop to posts on your Facebook page appearing in the news feed of your followers.
In the beginning, when you posted an article or update to your Facebook page that has say 1000 followers, you could be pretty sure that 650 (if not more) of your followers would see it. Sometime ago, Facebook reduced that to 230 followers who would see it.
With this latest announcement, Facebook is testing clearing out all business page updates from the newsfeed and moving them over to EXPLORE (a separate space with post from pages you follow and don’t follow, new articles etc.)
Businesses wanting to appear in the news feed of their followers can still do so through Facebook paid adverts.
The test is being run in Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia. If it receives a positive reception, then it could very well be implemented here in France.
PeppaWeb Marketing is based in Dordogne, France and helps businesses with their digital marketing needs. These include running advertising campaigns on Google and Facebook amongst other channels as well as new websites. If your business needs help finding new business on the internet, please get in touch. We can be contact by email firstname.lastname@example.org or by phone +33 671 93 38 77 or you can visit our website: https://www.peppawebmarketing.com/
LinkedIn is a business social networking service. It was launched in 2003 and currently has 465 million accounts (of which 106 million are active). If you are looking for staff it is a treasure trove of potential candidates. If you are wanting to sell something, it offers a great resource to find prospects.
In 2015 it generated over 3 billion dollars in revenue but unfortunately made a $ 160 million loss! In December 2016 it was taken over by Microsoft for a cool $ 26 BILLION cash buyout.
An immediate change appeared in January 2017. The user experience of LinkedIn was changed to copy that of Facebook. LinkedIn was criticised in the past for being a bit complicated to use. The new look and feel have been well accepted as a positive step forward for the platform.
Networking on the platform
After opening an account, users are encouraged to complete their profile listing their education and job experiences. They can solicit references from co-workers which are published on their profiles.
The key objective is to connect with other professionals who you have worked with and in so doing create a professional network. Connected professionals can send emails to one another and be called upon to introduce each other to clients, customers or colleagues.
A popular feature is the various groups that members can join. By joining a group which aligns with your core competencies, members can make their voices heard and their names well known.
Advertising on the platform
Any business can have a free company page on which you can post long form posts telling your companies story and positioning yourself as the thought leader in your industry.
LinkedIn extends their free offer to include Showcase pages which allow companies to highlight different brands they offer. If people are following your company or showcase page, then the posts will pop up in their timeline.
The 4-1-1 Rule
“For every one self-serving tweet, you should retweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
Paid advertising on LinkedIn comes in the form of:
Sponsored Content – allows your content (articles, videos, slides) posted to your company page to pop up in people’s timeline beyond those that follow you. Your messages can be brand awareness or call to action.
Sponsored InMail – deliver targeted, personalised messages and content straight into your prospective customer’s inbox.
Display Adverts – animated banners served up according to your targeting.
Dynamic Adverts – automatically add user profile photos to make adverts personalised
Text Adverts – small text adverts that appear on the right of the user’s timeline.
An app that gives access to articles from over 750 publishers. Allows you to access tailored news based on your interests. A bit like your personalised daily newspaper delivered to your inbox.
If you haven’t already, why not download the app from the App Store for LinkedIn and LinkedIn Groups and get networking.
PeppaDew Marketing is a Digital Marketing Agency located in Dordogne France. The agency helps businesses with establishing a presence on the internet through brand development, creating websites, setting up social media channels and being found on the search engines. The agency helps companies find new customers though Search Engine Marketing and Social Media Marketing. For a confidential chat about your digital footprint and strategy email us on email@example.com or visit our website www.peppadewmarketing.com
You should now have seen the Snapchat logo somewhere. It looks like something between a “monster munch” and a Pacman who is scared on a yellow background.
The idea came from a few students from Stanford University (where else?) Who designed an application that allowed users to share images that were short-lived and with self-deletion. This then evolved to include messages and video.
By November 2015, application users were sending 6 BILLION video views per DAY!
The majority of chat users today are millennia (born in the 2000s). It was assumed that Snapchat users have apperced the privacy / security feature of images and self-deleting messages, but research has shown that most people use the application because it is fun.
Another reason is the “ephemeral nature of ephemeral encounters” compared to applications like Facebook where you build a permanent material chronology.
So, as a company, if your target market is people aged 17 to 30, (in America Snap cats reaches 41% of all 18-34 year-olds each day) Snapchat could be a social media service to use .
Their products are:
Advertise in a Snap, the best mobile video ad.
Be seen and sent by Snapchatters everywhere.
The most playful way to make an impact.
Brands can create accounts on Snapchat (on mobile) for free and create a community of users who follow them. As an example, if you download the snap chat app, why not follow “vendeeglobe2016”
Today, Snapchat adverts cannot be bought directly. They are sold by third parties divided into Ads Partners and Creative Partners. Unfortunately, the costs are prohibitive for small businesses. Snap chat currently charges $ 50 000 per day for SnapChat Discover and $ 450 000 per day for Sponsored Lenses.
Finally, the rise of Snapchat has not escaped the attention of Facebook. In December 2016, Facebook launched a new in-app camera for selfies with features including photo filters (just like Snapchat geofilters) , masks (just like Snapchat lenses) and stickers (just like Snapchat stickers). It has also warned Page Admins it will delete Snapchat code images (the yellow QR images which you can scan to add someone to Snapchat) set as profile pictures. Facebook looks intent on snuffing out Snapchat.
Sirene is the official supplier of information about over 10 million businesses in France.
Until now to access this information was a paid service but as of the 1st of January 2017 it will be free. This is in line with the French government’s policy on making public information available to all.
So why does this interest us as a marketing agency?
Well, for example, if you wanted a list of businesses to call located in France, in the health industry with more than 100 employees – you were looking at a cool € 12000 initial charge for the 150 000 listings and an annual subscription of € 7500 to get monthly updates. Not anymore!!
If you have a marketing project in France, give us a ring for a chat on how we can help.
Google extends its rich cards to include local restaurants and online courses. In the pictures you can see the different formats that are now available in the search engine results. The formats are a carousel of pictures, a vertical pack of three paragraphs that displays more info and adding pictures below the map. If you are a restaurant or offer online courses, then get in touch so we can help you set this up.