The Golden Ticket 🎫

🤖 Bots & Giveaways 🥳

Client: PhotoBizX. A photography business podcast.

Background: The client had just introduced chatbots into their business and wanted to utilise them for sales. We set up a chatbot on their website, to allow potential (and existing) clients to speak directly with Andrew. This was working great, and other podcast listeners wanted in. Chatbots are a fantastic navigation tool for websites. But we wanted to utilise chatbots to really push sales.

Our Approach: A giveaway/contest using chatbots - The Golden Ticket! Chatbots will monitor and engage with all participants. Facebook was the advertising platform. We used ManyChat as the chatbot tool, which utilises Facebook Messenger.

Implementation:

1. First, we created an enticing offer: a 12-month premium membership, a Facebook ads course and a masterclass for FREE. From here we wrote the ad copy. Two things need to be clear in the ad copy: we’re using a bot and it’ll send you a message in Messenger. Be upfront with your audience. Emojis are also important, it’s a contest, so let’s make it fun! Don’t push the offer, aim to get people involved. To enter to competition you had to comment the genre of photography you shoot. This will make the comment section diverse.

2. Next is the image. Nothing complicated just two colours (we were testing the two-colour theory) to catch attention and short, to-the-point text.

3. Then we set up the ManyChat flow. When someone comments on the Facebook Post, ManyChat will send that person a message in Messenger. They would opt-in with the keyword LETMEWIN. This first opt-in would put their name in the running to win the prize. The bot would give other ‘challenges’ to increase the person’s chance to win, whilst bringing more engagement to your Facebook post. This includes entering your email address (a simple button press as ManyChat will just confirm their Facebook email), tagging another photographer friend and sharing the Facebook post. The bot would tag each person who completes a task.

4. A week after the initial post, a bulk message was sent (through Facebook Messenger) to everyone who entered the giveaway. A winner was announced but the losers didn’t leave empty-handed. Everyone else would be offered everything in the giveaway (premium subscription, ads course and masterclass) at 50% off!

Results:

• Facebook Post Engagement:

  • 1.2K comments.

  • 310 reactions.

  • 112 shares.

• Chatbot Engagement:

  • 365 opted into the competition.

  • 263 entered their email.

  • 90%+ CTR (each step) for the entire bot flow.

  • 95.7% open rate for the winner message, 37.8% CTR to view discounted offers (original flow).

  • Over 230 clicked through to view the discounts page.

Key Takeaways:

• Send a follow-up sequence to participants who didn’t open the discounts page. Let participants know there are 12-24 hours left for the 50% sale (create some urgency). We got roughly 20% more people to the discounts page.

• Reply to every comment on the Facebook post. Get people to interact and it’ll boost your post’s reach.

• Give your existing clients a freebie. We sent a free e-book for entering the competition.

• Have fun with it!