A big proponent of my job is social media. With the several clients I am responsible for, I post content, report on metrics, and most importantly engage with our fans. many of our fans love to drop a compliment but also love to ask questions. The MO heard around the world in terms of engaging is less than 2 hours. This means that there is a window for human error here. Will I answer it on time? Depends on my agenda for today.
This is where chatbots come in. They can answer a user instantaneously which is something humans can’t do in most cases. The downside here is that the answers are automated. As we had a walkthrough in Dexter, we would write out dialogue that would correspond with a number of questions that a user might ask. For example, if the user writes a greeting, the chatbot would respond with a prescripted answer. On the surface level, the user feels great because they get an instant response. On the other level, it might not have been the answer they were looking for. But this is where you can combine both elements together. If the user gets through a certain amount answers, the chatbot can send the user to a real human being, thus getting any question answered.
Chatbots can be run on any messenger out there. From Facebook Messenger to Kik, messengers can be created in any form and for any promotion. For example, the 2017 film Power Rangers featured a website with a chatbot with one of its central characters. After a few messages are exchanged, the user is invited to continue the conversation in either Kik or Facebook Messenger. This type of marketing allows users to engage with characters from their favorite franchises, allowing a conversion opportunity that can be tracked.
While one or the other may not be the perfect solution for many reasons, the marriage of a chat bot and a human being could be the perfect solution for conversations with your brand’s fans!