Social Selling on Facebook: Understanding Messenger Bots

It’s clear that Facebook sees Messenger, their Facebook-connected instant messaging and texting app, as playing a big role in the future of the company. Facebook itself has 2.3 billion monthly active users. Facebook Messenger has more than 1.3 billion active users. Many of those users use the platform as a primary communication channel. Between the two, Facebook can be an absolute powerhouse of a platform for social sellers.

Facebook has long been telegraphing their intent to make Messenger a bigger part of their overall platform. It was back in 2016 that the company officially announced the Facebook Messenger Platform, which gave businesses greater access to tools and automation options. Since that time, we have seen a steady ramp up in the number of companies and a wide variety of beneficial uses that the platform represents for businesses.

An open messenger platform presents a lot of potential for companies that want to further leverage social selling and social media automation within their broader marketing strategies. The announcement to open up the platform for business and marketing purposes certainly raised a few eyebrows. People worried that Facebook was exposing the app’s large user base to a system that could potentially be abused. Facebook responded to these worries by putting strict use cases and limitations on how the platform is used.

Facebook sees Messenger as a potential way to bridge the gap between businesses and customers. They hope it could become an entirely new communication channel for businesses with tech-savvy customers. With so many Messenger users already using the platform regularly and integrating it deeply into their everyday lives, it makes sense that Facebook would want to monetize the platform.

For social sellers, the benefits of Messenger are clear. When people are already using it and your target audience is hanging out there, it makes sense that social sellers would want to leverage it for connecting and building genuine relationships with prospects.

Here at SocialSellinator, we have written extensively about how to integrate automation into your processes smartly. While we don’t advocate for too much automation because we want to focus on real conversations and building genuine relationships, there are certain cases where automating processes make for a better experience for both you and your prospects.

Facebook Messenger simply has too much potential for beneficial automation for it to go overlooked. Using Messenger Bots, you can automate interactions and give your prospects access to information without having to wait for you to respond. There are many uses for Messenger bots that could potentially benefit social sellers. But before we dive into that, let’s examine what a bot actually is within this context.

What is a Bot, Anyway?


In the general sense, a “bot” is a term that is used to describe any piece of software that automates a specific task. Chatbots, in the context of Facebook Messenger, automate conversations with prospects. While it is impossible to completely automate an entire fulfilling conversation with a prospect, they can serve as an excellent way to kick off the conversation and collect a little bit of information from an interested party.

Facebook Messenger bots are created using Facebook’s Wit.ai Bot Engine system. Bots using this system are able to parse and understand typical interactions with prospects and learn from them over time. That means that any bot that you create will get “smarter” and more effective every time that it interacts with a prospect.
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This usage of artificial intelligence not only makes it easy for businesses to design chatbots but also allows them to build out new functionalities over time that make them more useful. Most Messenger bots have a number of different uses and branches that a conversation can go down, depending on what the prospect needs.

We’ll dive deeper into how Messenger Bots are used a bit later. First, let’s look at how conversations with Messenger bots start.

How Do Messenger Bot Interactions Start?


When Facebook embraced bots for their Messenger app, one of the first questions that concerned parties had was how those conversations would start. If Facebook was going to allow businesses to start sending mass automated communications and conducting spam in the same way that companies do through email, many worried that Messenger would lose its favor.

However, things didn’t go that way. Facebook put some pretty strict restrictions on how conversations with companies can start through the platform. Businesses can’t just decide to start sending automated marketing messages to users. There has to be an initial interaction that grants the business permission to start sending messages. Some of the common ways that Messenger bot conversations start include:

Messenger Links

If you have a page for your business on Facebook, users can choose to contact your business through Messenger by clicking a button on your page. When they click that link a new conversation will open up in Messenger. If you are using a bot, the user will be presented with the messaging and options that you set to be your welcome message for first interactions. Messenger bots know when they have interacted with an individual through the platform previously.

Customer Matching
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There is one way in which businesses can reach out to customers through Facebook Messenger without the customer taking an action, and that is through customer matching. For companies that have collected phone numbers for existing customers or prospects and have existing permission to reach out to them, you can use the customer matching feature on Facebook to reach out to those customers. When you do reach out, customers will be prompted to opt-in to the conversation at the end of your first message. Even in these examples, customers still control who they are able to receive messages from.

 

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Image Source: Facebook

Messenger Codes


Messenger codes are unique images that Facebook can use to open up conversations with prospects. If you are familiar with QR codes or Snapchat codes, the concept here is the same. The image contains visual cues that act like a barcode that can be scanned by smart devices, directly opening up the conversation. When the code is scanned, the user will be redirected to the Messenger app on the device.

 

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Image Source: Facebook

Messenger Buttons
Facebook also made it easy for companies to embed Facebook Messenger buttons on their website and other web properties to encourage conversations with the company. For social sellers, these buttons would be an extremely useful addition to your website. It’s less hassle for users to start a new Messenger conversation than it is for them to reach out through email in most cases.

 

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Image Source: Facebook

In these examples, if you haven’t implemented a bot, you’ll just receive a standard Messenger message and conduct a by-hand conversation. In those cases, you will want to ensure that you continually monitor the channel for new messages. If you do have a bot, the bot can walk the prospect through the initial steps in the conversation.

What Are The Benefits of Messenger Bots?


Using Messenger chatbots can provide a number of benefits to social sellers and businesses. In many ways they are more effective than handling those interactions by hand. They allow you to automate the portions of conversations that often look the same.

  • 24/7 Availability. It’s impossible for us to be there to answer our Messenger messages all the time. Even if you employ customer service reps if they are handling new interactions by hand then there will still be delays. Chatbots are always available and able to deliver any information, collect data, or direct customers in any way that you have set up the bot.
  • Information collection. Messenger bots are excellent tools for collecting information from customers. It’s a process that social sellers always have to go through when meeting prospects and chatbots allow you to simplify the process. Using Messenger chatbots, you can prompt the customer for information and store it in your chosen database or spreadsheet using the detailed API.
  • Improve responsiveness. When a customer messages an account that uses a chatbot, the bot replies immediately. There is no delay. Prospects never have to wait hours to hear back from you. This allows you to catch them at the peak of their interest and establish a better connection. For social sellers that are focusing on delivering value to prospects, it’s hard to shy away from how much value a bot could add in that department.
  • Low maintenance costs. Chatbots don’t cost anything to maintain outside of what you pay any developers to work on the project. Once a chatbot is set up, it should then run without issue unless major changes are made to the platform. It costs nothing to continue using a chatbot once it is installed on your account.
  • Access to a huge user base. With more than 1.3 billion users, you can rest assured that your target audience is on Facebook Messenger. Access to a huge user base that uses the platform for chatting with family and friends is extremely helpful and makes for simple but impactful interactions.
  • Branches can be catered to individuals. Conversational branches can be built into chatbots based on their answers to your questions. Whether they need help with something, access to information, or would like to buy something from you — you can build it reliably into your chatbot and only take over with manual conversation when it makes sense.
  • Improve over time with optimization. Over time, you’ll learn what works and what doesn’t in regard to your Messenger chatbot. You can then use that information to run split tests and optimize your strategies to improve ROI.
  • A more personal connection. Most people, even today, have had very few interactions with businesses through Facebook Messenger. The platform is typically used for chatting with family and friends. This means that the platform has high levels of engagement and there is a good chance that your messages will be read and engaged with.


There are many advantages to messenger bots for social sellers. Now that we’ve covered how they could potentially impact your business, let’s dive into some examples that show how various companies have used Messenger chatbots to their advantage.

Examples of Messenger Chatbots


It’s tough to fully envision how a chatbot could fit into your business without seeing some examples of them in action first. Chatbots, when deployed with a little creativity, can automate sales funnels, help connect customers to information, and in many ways replace sales reps.

Here are some examples of companies using chatbots in effective and interesting ways to help get the gears turning on how your business could use them:

Example #1 - Swelly

 

 

 Swelly

Swelly was one of the most popular Facebook Messenger chatbots in the early days of the program. Swelly allows users to pick one of two options and vote with the general public. The system also lets users to see what people around the world vote for.

In total, more than one million have used Swelly. The strong viral component of the bot made it a quick hit. While this isn’t a strict business example, we wanted to show it because it shows how far a little creativity can take you when it comes to chatbots. If you’d like to try it out click here.
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Example #2 - 1-800-Flowers

 

Flowers

Another one of the more famous chatbots on Facebook Messenger comes from 1800Flowers. They are a flower delivery company and created a chatbot to create a full-featured engagement channel with their customers. Users are able to order flowers and have them delivered wherever they want, directly from inside the chatbot platform. Additionally, the customer can request to speak with a real human representative and are quickly redirected.

Example #3 - HealthTap

 

HealthTap

This is an excellent example for social sellers. HealthTap has utilized Facebook Messenger chatbots almost as strictly an information deliver tooly. Users are able to ask any question that they would like to the HealthTap bot, which then answers your health questions with answers from physicians around the world at no cost.

The bot allows you to browse through answers to similar questions. With over 100,000 physicians in different specialties, there is almost no answer that the bot can not deliver that relates to health. It’s a simple but effective way to deliver value to their customers and build relationships in the process.

Smart Automation Builds Relationships


Creating smart automated conversations using Facebook Messenger chatbots can help social sellers to collect more information, be more responsive, and provide a better overall experience to their prospects and customers. While you will always have to engage in genuine conversations with your prospects, a chatbot can be a huge help.