MarketingTechnology

Machaao Reveal Secrets Behind ChatBot Success

January 9, 2017

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MarketingTechnology

Machaao Reveal Secrets Behind ChatBot Success

January 9, 2017

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On 20th December 2016, Machaao completed 6 months of service and the company celebrated their ChatBot getting accepted into Facebook’s global program for mobile developers, FbStart.

Machaao‘s ChatBot was recognized for its impressive growth and will receive access to free tools and services from Facebook partners, a global startup community, and support from Facebook’s team. FbStart helps startups turn their great app into an even better business.

The ChatBot Launched on June 20th 2016 had immediate success being the Feature Bot of the week on VentureBeat in August. Since then it has gone from strength to strength and now boats over 160,00+ sign ups, 50k+ daily active users and a 38% 90-day retention rate. With the help of FbStart the ChatBot will look to further develop its multiple language support system and expand its consumer base.

machaao

The key to a successful chat bot is getting a user to engage with the Chatbot and initiate the chat. Machaao have released some of the decisions and marketing strategies behind what made their ChatBot so successful.

Product Placement: We defined our product with one Key Feature or Core Service, “Live Score” and based everything else around it. This allowed us to narrow our target audience and simplify the on boarding process.

Weapon of Choice: In 2016, you can build a ChatBot for Slack, Skype, Messenger, Hike, and more. We chose Messenger, for accessibility on wired and handheld devices; Facebook has a target audience of 188 million affiliated with Cricket and probably the best Marketing Tool available in the digital marketing space “Fb’s Ad Manager”. Food for thought: If you are building a bot for ‘X’ platform and are forced to use ‘Y’ platform for marketing, then the user acquisition cost is more likely to be higher than market standards.

Marketing Budget: When you kickstart a Startup your biggest worry as Head of Marketing is the Budget, so for best return on investment we allocated a budget of $0.00 for awareness campaigns and focused only on performance campaigns. We were able to bring the acquisition cost down from $0.93 to $0.15 in last 6 months.

chatbot

Money Saver: By analysing the campaign data on Ad Manager and Bot analytics from Dashbot.io we figured that mobile audience were economical and far more engaging than desktop users. So we now only target mobile users, which helped us bring the acquisition cost down. We also started publishing Instant Articles for improving page engagement, which has led to increased Organic Growth.

Ad Campaigns: Marketing is all about communication. Image campaigns have produced best results on Ad Manager for Machaao. We would recommend having little to no text on image for optimum results. We always limit our text communication to 4 short lines, and the Ad’s Headline always refers to the call to action button.

Know your Customers: Facebook offers a great deal of analytics, which allows you to modify and update your campaigns for better results. But the biggest learning lies in reading what your users are talking with the Bot and that has helped us immensely in improving our Bot Script. Another place where you can learn more about your user needs is Reviews.

Bot Script: This is what differentiates an App from a Bot. The Team at Machaao has worked hard on creating a definitive bot script by trying to predict or mimic user interactions. The most important factor you need to account for while writing a bot script for a subscription bot is that your script needs to be exhaustive and it brings the user back from where he started and most often than not it’s the “hi” story.

Personalize the Service: Wit.ai allows you to personalize your service by simply including user’s first Name in the response text, so try that when you want to grab attention or get a rating for good service, acknowledging payment receipts, etc.

Technology: You need to have a working product to sell it. And you need an exceptional team to build a scalable product in lean operations cost.

Team: Machaao enjoys a blend of Tech from Silicon Valley, Market Research from India and Business Operations from Bangladesh, pooling in the best of All Worlds via virtual lean operations model.

Future Road Map: Machaao intends to harness the true potential of Messenger by leveraging Rich Media Content. Enabling Sports Fans to follow their favourite game in their own unique way.

Use of ChatBots will soar in 2017 and provide advantages for both businesses and consumers. Taking aspects of business like FAQ’s and customer service to ChatBot provides discretion for businesses as well as opening up channels for 1:1 marketing. For the consumer it associates with the same attraction as live video streaming and the sense of a personalised touch or receiving exclusive tailored content.

Machaao say 2017 will be the year of the Bots and it’s hard to disagree with them after their success here.

Written by Michael Harvey

Michael Harvey

Deputy Editor & Social Media Specialist

Michael Harvey

Deputy Editor & Social Media Specialist