Last week Twitter announced a new Direct Message Card for advertisers. The card allows brands to create ads with up to four different prompts that can be used to kick-start conversations on a specific topic, with the goal of helping brands start a private chat with customers. Having developed chatbots since 2011, we are excited to see Twitter’s continued investment in making chatbots more accessible to marketers and customers alike.
If you aren’t already familiar with the new Twitter Direct Message Cards, they are specially designed ads that prompt people to select a given reply from a menu of choices within the ad. From this response, a personal conversation will begin in Twitter’s Direct Message tab. In the case of the Patron Tequila ad below, a person selecting one of these four responses will engage a bot in a Direct Message conversation with the bot suggesting cocktails based on their menu choice.
The new DM Card, according to Twitter, will help businesses drive discovery both through promoted tweets and organic sharing.
Which brings me to my first point about the evolution of chatbots. While Twitter’s DM Card seeks to address one area that chatbots have traditionally struggled — Discovery — Chirpify has long had a solution to this issue. Specifically, we’ve been driving chatbot discovery and engagement through the use of social triggers that can be used in any medium – from TV advertising to billboards; megatrons to email – that causes an immediate conversion opportunity from offline marketing to brand chatbots. While the Twitter DM Card helps elevate chatbots within the Twitter environment, Chirpify can elevate chatbots across marketing channels, in the process growing customer awareness, engagement and conversion. And, once people have converted with Chirpify, future conversion is seamless; people can stay in the Twitter (or other social media/messaging) context in which they are already operating.
Loyalty Drives Engagement
MarketingLand compares the new Twitter DM Card to Moviefone in which users “dial 1 for…” and the bot responds with content based on that topic. While this approach may engage people who are intrigued by the multi-choice ad, it will be important to create content that is viewed as a true value exchange for participation. A proven way to do this is to connect the person’s social ID to the loyalty program or CRM database to gain a deeper understanding of who the person is your chatbot is interacting with and use that data to further personalize your content and/or offers.
Connecting your chatbot and loyalty program is an ideal approach for two important reasons:
- It allows you to identify customers individually and in aggregate
- Provides you the opportunity to offer customers loyalty program points or other valued rewards in exchange for their participation.
This value exchange is critical to chatbot adoption and long-term success and in the process also provides brands with significant data that informs the ROI of their chatbot efforts.
Chirpify Marketing Chatbots
The Chirpify engine provides leading brands like Marriott, La Quinta, and Columbia Sportswear with chatbot abilities to engage and convert customers and calculate ROI of social media and messaging efforts. Critically, these organizations have linked the Chirpify engine to their loyalty programs, driving greater:
- Engagement and participation
- Rates of conversion
- Spend per visit
- Frequency of spend
Increasing Spend – ROI
Indeed, Chirpify’s retail customers have found that people who connect their social ID and loyalty program account buy twice as frequently as non-connected members. And Chirpify’s hotel customers found that connected members spent 75% more than the average member in a given year. They also had 2X more purchases than the average member in the same time period.
The ChirpBot has been growing in sophistication for years now, with complex rules based logic, such as geo-fencing, frequency of participation, moderation, and responding to people in their native tongue. Ready to put the Chirpify chatbot experience to work for your brand and customers? Contact the experts at Chirpify today. To make it convenient, simply chat with the ChirpBot. Or, you can always contact us to schedule a conversation.